Lecture%203%20Ch%208_10

Lecture%203%20Ch%208_10 - 1 researchobjectives...

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Marketing Research Process 1 Define the research problem and  research objectives Develop the research plan -primary  or secondary data Collect the information – qualitative  or quantitative Analyze the information Make managerial recommendations/  present findings Make the decision  
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Chapter Eight 2 Information Collection: Qualitative and Observational Methods
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Information Collection :  Qualitative and Observational Methods 3
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Qualitative Research Methods 4
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Qualitative Research Methods (Contd.) Four major constraints: Volume of data Complexity of analysis Detail of clarification record Time-consuming nature of the clerical efforts required Computer technology helps alleviate these problems and          increase the use of qualitative research 5
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In-depth Interviews (IDIs) Nondirective interviews Respondent given maximum freedom to respond Semi-structured or focused individual interviews  Covers a specific list of topics or sub-areas 6 Individual in-depth interview techniques Laddering Hidden-issue Symbolic Analysis
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Focus Group Discussions Offers participants more stimulation  than an interview; makes new ideas  and meaningful comments more likely Issues to be addressed: Outlining the intended direction of  the group Explaining how participants were  recruited Re-educating observers on the  concepts of random selection,  statistical reliability, and  projectability of research results 7
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Types of Focus Groups 8
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Key Factors for Focus Group Success Planning the Agenda Recruitment Moderator  Analysis and  Interpretation of the  Results 9
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Trends in Focus Groups Telephone Focus Groups Video Conference Two-way focus groups Online focus groups 10
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Projective Techniques Presentation of an ambiguous, unstructured object, activity, or  person that a respondent is asked to interpret and explain.  11 Categories of Projective Techniques Word Association Completion Test Picture Interpretation Third Person Techniques Role Playing Case Studies
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Projective Techniques http://www.youtube.com/watch?v=ZrGMmprttuo 12
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Limitations of Qualitative Methods Potential susceptibility of the results to get misused or  misinterpreted Results not necessarily representative of the whole  population Moderator or interviewer's role is extremely critical  and can lead to ambiguous or misleading results 13
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Casual Observation  Systematic Observation Direct Observation Contrived Observation 14 Content Analysis
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This note was uploaded on 03/16/2012 for the course MKTG 326 taught by Professor Brookemalinowski during the Spring '12 term at Drexel.

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Lecture%203%20Ch%208_10 - 1 researchobjectives...

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