Gonzaga Marketing Research MKTG 330 PDF

MKTG 330 Marketing Research Danny Kim Module 5: Qualitative Research I  Numerica Credit Union Board (Juniors only) Deadline: September 21 (Sat) Application form is HERE Questions: Dr. Pepper ( [email protected]) Schedule Syllabus has been updated....

MKTG 330 Marketing Research Danny Kim Module 5: Qualitative Research I  Numerica Credit Union Board (Juniors only) Deadline: September 21 (Sat) Application form is HERE Questions: Dr. Pepper ( [email protected]) Schedule Syllabus has been updated. Please see Syllabus 0911  Translate the marketing problem into a Exploratory research research methodology Indirect methods of exploratory research Research methodology Qualitative Research Skills topics Qualitative research vs. Quantitative research Intro: Qualitative Research Skills Remember This Slide? (Module 4: Research Methodology I) Now, let’s see what research designs are out there. Research Methodology Research methodology Qualitative research Quantitative research Exploratory research Descriptive research Causal research (observational research) (survey research) (experiment research) Research Methodology Research methodology Qualitative research Quantitative research Exploratory research Descriptive research Causal research (observational research) (survey research) (experiment research) Exploratory Research Exploratory research (observational research) Purpose Gain insights and ideas about markets and consumers. Exploratory: Nature Understand a situation in which one has little to no knowledge of. Method Observe Preparatory: Function Gain preliminary information of the markets and consumers. Exploratory Research: Examples Ex: A company planning to launch a new product in an existing market may wish to understand the needs of consumers. Ex: A company planning to launch its existing product to a new market may wish to understand consumers in the new market. Exploratory Research: Methods Indirect methods - Methods that tap into the minds of consumers using implicit and unobtrusive techniques. (1) Projective techniques (2) Association tests (3) Observation studies Direct methods - Methods that tap into the minds of consumers using obtrusive techniques. (4) Depth interviews (5) Focus group discussions  Research methodology Qualitative research Quantitative research Exploratory research Descriptive research Causal research (observational research) (survey research) (experiment research) Indirect methods Projective techniques Association tests − Word association tests − Sentence completion tests − Picture interpretation tests Observation studies Direct methods Depth interviews Focus group discussions Exploratory Research: (1) Projective Techniques Asking people to interpret the behavior of others. Ex: How do university students in general think about tuition increase? Ex: What do Gen-Z in general think about the safety of driverless vehicles? In interpreting the behaviors of others, people indirectly project their own motivations, beliefs, attitudes, or feelings into the situation.  Researchers indirectly tap into the minds of consumers. Exploratory Research: (1) Projective Techniques Pros: Useful for sensitive questions which could make people feel uncomfortable answering.  There is a difference between “what do you think … ” vs. “what do your friends think …” Cons: Responses can be inaccurate. Deeper psychology cannot be explored. - People may simply talk about behaviors of others. - For others that people cannot identify with, they may say “IDK.” - When follow-up questions are asked, people can get the hint. Exploratory Research: (2) Association Tests Asking people to make associations for a brand/company/product. There are three types of association tests. - Word association test - Sentence completion test - Picture interpretation test Exploratory Research: (2) Association Tests Word association test: People are presented with a list of words, one at a time, and asked to respond to each with the first word that comes to mind. Example: What brand comes to your mind? Hamburger French Fries Fast Food Exploratory Research: (2) Association Tests Word association test is used to check whether: - People know a particular brand/company/product. - People can associate a topic to a particular brand/company/product. - A particular brand/company/product is on top of mind compared to others. The amount of time took in response is measured. - There is a difference between a response that took 1 second and 1 minute. Exploratory Research: (2) Association Tests Sentence completion test: People are given incomplete sentence, and asked to complete them with the first word/phrase that comes to mind. Ex: Volvo is most likely driven by _____________. This test is used to learn the association people have toward a brand/company/product. This test is particularly useful in gauging the effectiveness of a promotion campaign. Exploratory Research: (2) Association Tests Picture interpretation test: People are asked to bring pictures that they think represent a brand/company/product to the interview. Ex: Bring three pictures that you think captures GU. The pictures serve as entry points into their thought process. Gives participants a greater sense of involvement with the interview topic. Exploratory Research: (2) Association Tests Pros: Reduces the biases from the researcher. - Demand bias: People are directed to respond in a particular way. - Social desirability bias: People respond in a socially acceptable way. - Reactance bias: People respond in the opposite direction of what the researcher alludes. Do you know Frugal Burgers? Word Association Test vs. Hamburger Exploratory Research: (2) Association Tests Cons: - Word association tests: Responses can be off-topic. Winter - Picture interpretation tests: You need a trained person to interpret the pictures. Active participation by respondents is required. Sometimes, bringing pictures is impossible (e.g., Twitter/X). Exploratory Research: (3) Observation Studies Observing people in their natural surroundings to understand their unarticulated needs. Pros: Good for understanding an identified population. Cons: (1) Privacy issue, (2) transparency issue, (3) participation agreement issue, (4) compensation issue  Research methodology Qualitative research Quantitative research Exploratory research Descriptive research Causal research (observational research) (survey research) (experimental research) Indirect methods Projective techniques Association tests − Word association tests − Sentence completion tests − Picture interpretation tests Observation studies Direct methods Depth interviews Focus group discussions Summary Exploratory Research’s Indirect methods - Methods that tap into the minds of consumers using indirect and unobtrusive techniques. - Projective techniques: Asking people to interpret the behavior of others. - Association tests: Asking people to make associations for a brand/company/product. - Word association test - Sentence completion test - Picture interpretation test - Observation studies: Observing people in their natural surroundings to understand their unarticulated needs.