Gonzaga Marketing Research Qualitative Research II Module 5 PDF

MKTG 330 Marketing Research Danny Kim Module 5: Qualitative Research II  Logan Neighborhood Block Party September 13 (Fri) 4 PM – 7 PM Mission Park (1208 E Mission Ave.) Schedule  Exploratory research Direct methods of exploratory research Indirect m...

MKTG 330 Marketing Research Danny Kim Module 5: Qualitative Research II  Logan Neighborhood Block Party September 13 (Fri) 4 PM – 7 PM Mission Park (1208 E Mission Ave.) Schedule  Exploratory research Direct methods of exploratory research Indirect methods of exploratory research Qualitative Research Skill Assignment CA2: FGD Preparation Mini Case I is due tonight 11:59 PM PST.  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 Exploratory Research: (4) Depth interviews Directly asking questions about a particular brand/company/product via a 1:1 arrangement. Laddering is one form of depth interview. - Laddering: A lining of questioning that proceeds from product characteristics to user characteristics. - The objective is to understand a person’s network of meanings, justifications, and core values. Why did you choose to attend GU? Because GU has good a basketball team. Why does having a good basketball team matters to you, even if you are not a basketball player? Interviewer Because I want to attend a university that Respondent many people know. Why does attending a university that many people know matter to you? Because I value national reputation. Exploratory Research: (4) Depth interviews Pros: - Understand deep psychology (network of meanings, justifications, core values) - Any ambiguous responses can be clarified. Cons: - Respondents can feel the questioning to be annoying! - Shy respondents can feel overwhelmed by the 1:1 arrangement. - Interviewers have to be trained to ask the right questions. - Time-consuming and costly to collect responses. Exploratory Research: (5) Focus Group Discussions Directly asking questions about a particular brand/company/product via a group arrangement. Moderator Assistant Participants Moderator Transcribers One-way mirror Exploratory Research: (5) Focus Group Discussions FGD collects socially formed opinions based on a guided group interaction. FGD is guided: A moderator leads the discussion based on prepared questions. FGD encourages group interaction to get socially formed opinions. Exploratory Research: (5) Focus Group Discussions Why is FGD conducted? Qualitative research Hypothesis The “Why” hypothesis Type of data Non-numerical data Research approach Observe and interpret Analysis Probing analysis - As part of an exploratory research, FGD collects ideas/insights and preliminary information to understand a marketing problem. Exploratory Research: (5) Focus Group Discussions What type of data does FGD collect? Qualitative research Do NOT quantify data! Hypothesis The “Why” hypothesis (Don’t say “10% mentioned X”) Type of data Non-numerical data Research approach Observe and interpret Analysis Probing analysis - Focus on who said what for which context. Ex: “Females showed pity for Kendall Jenner for her Pepsi ad; males showed Schadenfreude.” Ex: “Millenials mentioned X usage while Gen-Z mentioned Instagram usage.” Exploratory Research: (5) Focus Group Discussions What research approach and analysis should FGD take? Qualitative research Hypothesis The “Why” hypothesis Type of data Non-numerical data Research approach Observe and interpret Analysis Probing analysis - Transcribers should do a good job of taking notes of who said what in which context. - After the FGD session, the research team convenes and interprets meanings of notes taken. Exploratory Research: (5) Focus Group Discussions Moderator Assistant moderator Transcribers Moderator Assistant Moderator Transcribers Exploratory Research: (5) Focus Group Discussions Moderator Assistant moderator Transcribers Lead the discussion based on a list of questions. Promote interaction among participants (“Tom, what do you think about Ann’s point?”) Be warm, friendly, and energetic. Encourage comments from quiet participants and ask for clarification from mumblers. Be engaged: “Can you explain further?” or “Can you provide an example?” Exploratory Research: (5) Focus Group Discussions Moderator Assistant moderator Transcribers Handles logistics (e.g., name cards, name stickers). Arranges the room for discussion (e.g., circular sitting). Manages time. - Your group will have 15-minutes to conduct a FGD session. Help the moderator to pace. Compiles note-taking done by transcribers. - Organize notes by questions so that information can be extracted. - Submit the compiled, organized transcriptions via Canvas by Oct. 4 (Fri), 2024 11:59 PM PST. Exploratory Research: (5) Focus Group Discussions Moderator Assistant moderator Transcribers Take notes of the discussions taking place. NEVER interact with the participants; NEVER intervene the discussion. A transcriber should be well-versed with the question to be asked. If there are multiple transcribers, work can be allocated! - One transcriber writes comments made by Mike and another transcriber writes comments made by Jan. Keep a memo of the demographic features of the participant that he/she is in charge of. - Mike: male, Asian, Gen-Z. Jan: female, white, Gen-Z. Exploratory Research: (5) Focus Group Discussions Moderator Assistant moderator Transcribers Example of a transcription (transcribers don’t have to write down everything said) Mike (male, Asian, Gen-Z), Jan (female, white, Gen-Z) Q1: Do you have TikTok installed on your devices? Mike: Use every day. Jan: Deleted one-year ago. Q2: Why do you prefer to use TikTok over other platforms like Youtube Shorts? Mike: TikTok is trendier than Youtube Shorts. Jan: Youtube Shorts is trendier than TikTok. Exploratory Research: (5) Focus Group Discussions Flow of a Focus Group Discussion - Welcome and introduction ► “Welcome! My name is Foxtrot. I am pleased to moderate today’s discussion. We have 15-minutes to discuss our thoughts on a smartphone app called TikTok.” - Background ► “You are invited today because we are interested in Gen-Z’s usage of TikTok.” - Ground rules ► “Please silence your phones and put them away during this session.” Exploratory Research: (5) Focus Group Discussions Flow of Focus Group Discussion - Opening question ► “Do you have TikTok installed on your devices?”  An ice-breaker question on the topic that serve as the background information check. - Primary question ► “Why do you prefer to use TikTok over other platforms like Youtube Shorts?”  The question that you want to spend the most time on. Exploratory Research: (5) Focus Group Discussions Flow of Focus Group Discussion - Secondary question ► “What can TikTok improve on to further suit your needs?”  The question that is still important to be discussed, but not as important as primary question. - Summary/Ending ► “Thank you for your responses!” Exploratory Research: (5) Focus Group Discussions FGD caveats - The group of participants for a FGD session should be homogeneous—similar backgrounds, characteristics, and experiences.  Increased interaction due to common understanding.  Efficient for the researcher to interview in groups of similar people (Example: the morning session is for Gen-Z, the afternoon session is for Gen-X …) Exploratory Research: (5) Focus Group Discussions FGD caveats - The group of participants for a FGD session should be between 5-10 people.  Too few people: Conclusions are drawn from the voices of too few people.  Too many people: Participants may slack; difficult to manage. - An FGD session should ask no more than 5-10 questions.  Participants will feel quite tired. Transcribers will suffer. Qualitative Research Skills Qualitative research skill is one of the skillset to be equipped by students. - Students will show their qualitative skills by conducting a FGD for the group project. Conduct a FGD to understand more about the marketing problem. - Use the information from the FGD for your survey later. Instructions and the grading rubric is posted on Canvas. - Assignments  Qualitative Research Skills Qualitative Research Skills Qualitative Research Skill Your group will have 15-minutes to conduct a FGD to a group of your classmates. Your group will prepare three questions. - An opening question, primary question, secondary question - As CA2 today, you will have time to brainstorm the questions. Your group will designate roles in your group to conduct FGD. - As CA2 today, you will have time to designate roles in your group. Qualitative Research Skill Arrive before 1:10 PM. We start 1:10 PM sharp. - If you are the interviewer, you should be ready to start by 1:10 PM. Late penalties will apply. - If you are the interviewee, you should be seated by 1:10 PM. Late penalties will apply. Do not get sick. There is no way to make up for missing the FGD. - If you miss your FGD, you forfeit 10 points. - If you expect to have an excused absence on your FGD day, talk to me NOW. Example: Google Google launched its AI chatbot “Bard” to counter its Microsoft-funded rival Chat-GPT, only to embarrass itself by making a factual error in its first demo. Understand Gen-Z’s perception toward AI chatbots. Do Gen-Z think one is better than the other? Do Gen-Z have specific uses for particular chatbots? Do Gen-Z use chatbots in the first place? Example: X Elon Musk rebranded Twitter as X and replaced the iconic blue bird with X for its logo. Musk’s vision is to use the former-Twitter platform to jump-start his “Everything App.” Understand the Gen-Z consumers in light of Twitter’s rebranding to X. Does Gen-Z use Twitter? In what ways do Gen-Z use Twitter? Will they switch to a different platform? Example: Netflix Netflix announced that it will be stopping the practice of sharing passwords in the US. The policy is raising concerns among college students who often use Netflix away from home. Understand Gen-Z consumers in light of the password policy. Does Gen-Z watch Netflix? Have Gen-Z been paid users of Netflix or other services? Will they switch to another service? Example: Meta When Zuckerberg announced the launch of Instagram’s Threads platform, Elon Musk challenged Zuckerberg with a cage-fight for social media supremacy. The “Zuck vs. Musk” match was ON. Understand Gen-Z consumers in light of Zuck vs. Musk showdown. Does the event change Gen- Z’s perception toward Meta/Instagram? Will it increase publicity and usage of Meta/Instagram? Example: Alaska Airlines In January 2024, an emergency door on Alaska Airline’s Boeing 737 Max airplane tore apart mid- air 16K feet in the air, causing safety concerns to potential customers. Understand the Gen-Z consumers’ safety perceptions of air travel, Alaska Airlines, and Boeing. Will Gen-Z continue to ride Alaska Airlines and/or Boeing planes? CA2: FGD Preparation Download the CA2 worksheet (Canvas) Group Assignment (one submission to Canvas) Deliverable: CA2 worksheet Due: September 18 (Wed), 2024, 11:59 PM PST