Market Research-9

8/7/2019 Market Research-9

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"All research ultimately

has a qualitativegrounding"

- Donald Campbell

"There's no such thing as

qualitative data.Everything is either 1 or 0"

- Fred Kerlinger


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Qualitative

VsQuantitative research


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History of Consumer Research

Modernist Era (Positivists) Development of

Motivational Research Post Modernisation Interpretivist Research

Positivism Vs Interpretivism (Quantitative Vs Qualitative) Combining Positivist Research with Interpretivist

Research


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Qualitative

Also known as

Interpretivism

Quantitative

Also known as

Positivism


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Qualitative

The aim is a

complete, detailed

description.

Quantitative

The aim is to

classify features,

count them, andconstruct

statistical models

in an attempt to

explain what isobserved.


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Qualitative

Researcher may

only know roughly

in advance whathe/she is looking

for.

Quantitative

Researcher

knows clearly in

advance whathe/she is looking

for.


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Qualitative

Recommended

during earlier

phases of

research projects.

Quantitative

Recommended

during latter

phases ofresearch projects.


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Qualitative

The design

emerges as the

study unfolds.

Quantitative

All aspects of the

study are carefully

designed beforedata is collected.


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Qualitative

Researcher is the

data gathering

instrument.

Can be valid andreliable: largely

depends on skill of

the researcher

Quantitative

Researcher uses

tools, such as

questionnaires or

equipment to collectnumerical data.

Can be valid and

reliable: largely

depends on the

measurement device

or instrument used


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Qualitative

Data is in the form

of words, pictures

or objects.

Quantitative

Data is in the form

of numbers and

statistics.


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Qualitative

Subjective -

individuals

interpretation of

events is

important ,e.g.,

uses participant

observation, in-depth interviews

etc.

Quantitative

Objective seeks

precise

measurement &analysis of target

concepts, e.g.,

uses surveys,

questionnairesetc.


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Qualitative

Qualitative data is

more 'rich', time

consuming, and

less able to be

generalized.

Quantitative

Quantitative data

is more efficient,

able to testhypotheses, but

may miss

contextual detail.


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Qualitative

Researcher tends

to become

subjectively

immersed in the

subject matter.

(Involves in depth

probe)

Quantitative

Researcher tends

to remain

objectivelyseparated from

the subject matter.

(Involves limited

probe with limitedquestions)


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Qualitative

Used in

Exploratory

Research

Quantitative

Used in

Conclusive

Research Projects


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Qualitative

Tackles a limited

number of

Respondents

Quantitative

Tackles a large

number of

Respondents


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Qualitative

Final Course of

Action cannot

depend on the

Findings

Quantitative

Final Course of

Action can

depend on theFindings


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Qualitative

Understanding

Consumption

Practices

Quantitative

Prediction of

Consumer Actions


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Qualitative and QuantitativeResearch Process


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Assignment


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Understanding Perception

Undertake a study to measure perception ofcustomers in terms of

Price

Quality

Communication

After sales service

New product development

1) Amongst five competing brands of Refrigerators

2) Amongst five competing brands ofMicrowaveOwens

Sample size required for each is 40 Total 80


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Measuring Attitude Components


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Attitude Measurement LMN

You need to measure the Attitude ( All threecomponents) for LMN

Design the Scale and undertake theMeasurement

Also kindly find out the customer beliefs aboutan ideal Natural Lemon Juice and compare withthe above beliefs for LMN.

Sample size 50


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Feasibility Customer acceptance

A mobile handset manufacturing company hasdeveloped a unique phone and wishes toundertake a survey to measure customeracceptance for the same.

The product is a mosquito repellant phone,which is designed to emit frequencies to repelmosquitoes, a phone that doubles up as acomputer mouse, and a waterproof one.

Explain the sampling procedure, undertake thesurvey and report the findings

Sample size : 75


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Understanding CustomerHabits

Listerine a famous mouthwash brand has suddenly witnessed ahigher competition from existing, and new brands that have beenlaunched.

The company which owns the Listerine brand wishes to carry out aresearch to find out perception of customers towards such a productand different ways /occasions they see they could use the productother than early morning or before sleep in the night or as per adviceof the doctor ( as medication).

Also the company wishes to undertake a preference study of currentmouthwash users for its product Vs competitive products toascertain the gaps for improvement (You need to research viaSemantic diff charts)

You are to carry out the research.

Explain the sampling procedure, undertake the survey and reportthe findings

Sample size Total :90 - 40 & 50 Resp

Market Research-9

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