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MKTG 6051 Marketing Research
Exploratory Design and
Qualitative Research
Tim Smith
Carlson School of ManagementUniversity of Minnesota
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MKTG 6051 Marketing Research
Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-102
Objectives
Define exploratory research and how it relates to qualitative data.
Explain the need for qualitative research.
Understand the importance of and differences between in-depth interviews,focus groups, and projective techniques.
Be familiar with observational and ethnographic approaches.
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MKTG 6051 Marketing Research
Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-103
Exploratory
Research
Causal
Research
Descriptive
Research
Formulate problems more precisely
Develop Hypotheses
Establish priorities for research
Eliminate impractical ideas
Clarify concepts
Literature search
Experience survey
Analysis of select cases
Focus groups
Interviews
Projective tests
EthnographiesDescribe segment characteristics
Estimate proportion of people
who behave in a certain way
Make specific predictions
Longitudinal study
True panel
Omnibus panelSample SurveyProvide evidence regarding causal
relationships by means of:
Concomitant variation
Time order in which variables occur
Elimination other explanations
Laboratory experiment
Field experiment
Uses Types
Types of Research Designs
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-104
Qualitative Research Methods
Depth interviews
Focus groups
Projective techniques
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-105
Depth interviews
Definition
One-on-one interviews, probe for hidden attitudes and motivations
Types
Nondirective
Maximum freedom to respond
Semi-structured
Specific list of topics, some structure to interview
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-106
Focus Groups
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-107
On-line Focus Groups
On-line focus groups, also referred to as cyber groups, e-groups, or virtualgroups, are gaining popularity as the research marketplace discovers theadvantages they offer (saving time and money spent traveling, bringingtogether respondents and observers in far-flung locations).
A professionally structured group discussion that provides in-depth insights
and an understanding of motivations and perceptions.
Performed in a secure, online chat-room environment.
A professional moderator guides the discussion.
The on-line venue has been used for qualitative research since approximately1994, when a few research companies began experimenting with discussion
groups.
Evolved into a dimension of qualitative research, aided by customizedsoftware, that creates virtual facilities with waiting rooms, client backrooms,and focus group rooms.
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MKTG 6051 Marketing Research
Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-108
Projective Techniques
Definition
Indirect methods of questioning enabling respondents to project beliefs and feelingsonto a third party, an inanimate object or a task situation
Helps reveal hidden feelings and opinions
Types
Word association
Sentence completion
Third-person techniques and role playing
Storytelling
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Projective techniques: Word association
Interviewer presents list of words, one at a time, and respondent says firstword that comes to mind
List includes neutral items (e.g., sock, table, tree) and words of interest such asbrand names (e.g., Frost, Verve, Ultra) name for a new vodka
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Unstructured Disguised Questionnaires: Word Associations
McDonalds
Sears
Enron
AT&T
Coca-Cola Microsoft
Nordstroms
Hugh Grant
Madonna
Michael Jackson
George Clooney
San Francisco
Mexico
Japan
lawyers
accountants
marketers
consultants
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Projective techniques: Sentence completion
Respondents complete partial sentences with the first word or phrase thatcomes to mind
Example
People who drink beer are __________
People who like dark beer are ______
Imported beer is most liked by______
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MKTG 6051 Marketing Research
Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1012
Projective techniques: Sentence completion
Asked 179 smokers who believed cigarettes are a health hazard why theycontinue to smoke:
Pleasure is more important than health
Moderation is OK
I like to smoke
But.Sentence completion test found
People who never smoke are ______
Better off, happier, smarter
Teenagers who smoke are _________
foolish, crazy, uninformed, stupid, showing off, immature, wrong
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Projective techniques:
Third person techniques and role-playing
Third-person techniques and role playing
Asked about third persons behavior or attitude
E.g., neighbors view of faults of lawn mower
Role play other person in setting
E.g., children in mother role for cookie just seen in ad
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1015
Projective techniques:
Storytelling TAT/Pictures
TAT
Storytelling
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Projective techniques:
Storytelling
Zaltman Metaphor Elicitation Technique (ZMET)
Think about product or brand and find 8-10 pictures (from magazines, catalogues,photoalbums) to represent thoughts and feelings about it (1 week)
Probing interview in Zaltman lab about pictures (2 hours)
Digital collage of most meaningful 5-7 pictures
E.g., Nestle crunch; Febreze
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1017
Projective techniques: Storytelling ZMET
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1018
Interviewee #1:
Woman, 30-39 years old.Describe yourself:
I am a quiet person, I keep
mostly to myself and keep out of
trouble that way.
When do you buy flowers?:
I love flowers because theybeautify the surroundings. They
give me a special calm feeling
of enjoyment. I give flowers to
let someone know you are
thinking about them.
Her drawing:
Describe a dream involving flowers:
I would send flowers to the ladies at work with a note attached and they would
all start crying at one time.
How are flowers and funerals related?:
All the funerals Ive been to have flowers. I guess when you die, you will be in
paradise and paradise is full of flowers.
Customers Drawing Pictures for a Study Sponsored by a Large
Florist Retail Chain
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MKTG 6051 Marketing Research
Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1019
Interviewee #2:
Woman, 20-29 years old.
Husband sends her flowers because:
I am sweet.
Three words associated to flowers?:
I love you.
Compared to other gifts, flowers are:
Warmest, most romantic, highest class,
sexiest, most fun.
Flowers remind me of:Love!
Describe a dream involving flowers:
Someone gets married, they are happy and I
am pleased for them and I send flowers to
congratulate them. Everyone likes it and they
live happily ever after.How are flowers and funerals related?:
Im opposed to the idea of flowers at funeral.
Flowers at funeral are sad. The tradition of
sending flowers to a funeral may have come
about in order to cover the smell of the body.
Her drawing:
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MKTG 6051 Marketing Research
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Interviewee #3:
Man, 40-49 years old.
Describes himself as:
a loving and generous man. He
celebrates all occasions with lavish and
often costly gifts. He is enthusiastic
about giving flowers and says they
make him think about happiness and
warmth.
He also says:The main reason to send flowers is to
apologize for having a fight. They lift
the spirits, women would be happy
about the flowers.
Describe a dream involving flowers: :
I had a dream that I send some flowersand as the person bent down to smell
the flowers, a thorn cut her lips. Even
though she was bleeding she called to
thank me for sending her the lovely
roses.
His drawing:
*Sidney Levy shared these stories and pictures (Churchill and Iacobucci 2005).
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1021
Qualitative methods: Advantages and disadvantages
Advantages
Rich and vivid data
Do not require specific hypotheses, questions or explanations
New insights can suggest hypotheses
Illusion of natural communication
Disadvantages
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1022
Interpretation - Silence
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1023
Selection
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1024
Interviewer/moderator influence/bias
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Small sample sizes and non-representative samples
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Qualitative methods: Advantages and disadvantages
Focus groups v. Interviews
Amount respondents can say
more in focus groups
Contamination
Interviews not contaminated by others views
Attitudes may reflect feelings about moderator
Results can be absorbed directly by clients
Vivid sometimes a disadvantage
Can see strength of opinion and the impact of peer pressure
In focus groups
Conservative Focus groups can be biased against really new ideas
Economy
focus groups can get expensive, e.g., $2000 4000
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1027
Observational Research Methods
Direct observation
E.g., shopping behaviors by Envirosell
Also contrived observation, e.g., tests of interactions on airlines
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1028
Direct observation and Ethnography example: Once Famous
Example of direct observation and ethnography
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1029
Inside Once Famous - Downtown Minneapolis,
(Marquette and 6th Street)
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1030
Observational Research Methods
Direct observation
E.g., shopping behaviors by Envirosell Also contrived observation, e.g., tests of interactions on airlines
Content analysis Observation and analysis of content of communications
E.g., contents of and messages in ads, TV programs, newspaper articles toexamine types of themes, appeals
Physical trace measures E.g., the wear on library books, wear on floor around museum exhibits,
squash baby food containers in Hispanic household garbage
Behavior recording devices E.g., PeopleMeter by Nielsen, Arbitron; TiVo digital TV recorder, records what
commercials people skip; scanner data; eye-tracking monitor for ads
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1031
Eye-movement monitoring example
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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-1032
Observational Research Methods
Direct observation
E.g., shopping behaviors by Envirosell Also contrived observation, e.g., tests of interactions on airlines
Content analysis Observation and analysis of content of communications
E.g., contents of and messages in ads, TV programs, newspaper articles toexamine types of themes, appeals
Physical trace measures E.g., the wear on library books, wear on floor around museum exhibits,
squash baby food containers in Hispanic household garbage
Behavior recording devices E.g., PeopleMeter by Nielsen, Arbitron; TiVo digital TV recorder, records what
commercials people skip; scanner data; eye-tracking monitor for ads
Ethnographic studies Closely observe consumers behavior in everyday situations then ask
consumers to explain behavior E.g., observe applying skin lotion and ask why doing it in particular way
(slapping on remedy for dry skin; caressing- for nice smell and soft skin);Intuit Follow me home approach
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Observation research methods: Advantages and
disadvantages
Advantages Many are objective Versatile Wide variety of behaviors can be observed: physical actions (e.g. shopping or tv
viewing), verbal behavior (e.g., sales conversations), expressive behavior (e.g.,tone or voice, facial expressions), spatial relations and locations (e.g., trafficpatterns), temporal patterns (e.g., time spent shopping), physical objects (e.g.,
newspaper recycling), verbal and pictorial records (e.g., ad content) Fast and timely (often, but some things are slower) Relatively inexpensive (but can be expensive)
Disadvantages Cannot assess consumers cognitions (most imp!) E.g., attitudes, motivations, expectations, intentions Lack of generalizability
Samples may be small and not representative Typically limited to overt behavior of short duration Can alter usual behavior if obvious/instrusive observation Some ethical concerns E.g., contrived observation entrapment Need well-trained observers
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