Beruflich Dokumente
Kultur Dokumente
CHAPTER 8
Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.
Descriptive
Exploratory
Causal
Primary Data
Qualitative Data
Direct
Focus Groups
Indirect
Individual In-depth
Interview
Association
Techniques
Quantitative Data
Completion
Techniques
Projective
Techniques
Drawing/
Pasting
Techniques
Expressive
Techniques
LEARNING OBJECTIVE
Explain the need for qualitative research
Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.
AGENDA
Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.
Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.
Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.
Less Structure
Longer
More flexible
Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.
Suggesting hypotheses to
be tested in subsequent
research
Getting preliminary
reactions to new product
concepts
Pretesting structured
questionnaires
Orientation
Clinical
Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.
Focus Group
In-depth
Interview
Projective
techniques
Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.
Focus Group
Group size
6-10
Group composition
Physical setting
Time duration
2-3 hours
Recording
Moderator
Example
Yogurt buyer
HCMC
10
15
Other areas
10
Total
15
25
DISADVANTAGES
Misuse
Misjudge
Moderation
Messy
Misrepresentation
WELCOME
Stopping the
respondent
Influence responses
Incomplete understanding
Encouragement
Flexibility
In-depth - Interview
Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.
Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.
Depth
Interviews
Client involvement
Interviewing competitors
Scheduling of respondents
Amount of information
Characteristic
Projective techniques
Projective techniques
Association
Techniques
Completion
Techniques
Pasting/ Drawing
Techniques
WORD ASSOCIATION
In Word Association, An individual is presented with a list of words or
images and asked to respond with the first thing that comes to mind.
Feminine razor
ADVERTISING IDEAS
Associating products with something
consumers like or value
The ad couples the product with
something desirable sex appeal,
humor, patriotism, sports, video games,
whatever so a positive feeling is
created for the product
Consumers like this, right? Then theyll
like our product, too.
Ex: In order to determine mens underlying attitudes toward Tommy Hilfiger shirts,
sentence could be used:
A person who wears Tommy Hilfiger shirts is
As compared to Polo, Gant, and Eddie Bauer, Tommy Hilfiger shirts are
Tommy Hilfiger shirts are most liked by.
When I think of Tommy Hilfiger shirts, I...
ADVANTAGES/ DISADVANTAGES OF
PROJECTIVE TECHNIQUES
Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.
USE OF OBSERVATION
To study behaviors (purchase, mobility, in-store behavior)
To understand what people really do
To study the way people use the product
Structure observation
The research specifies in
detail what is to be observed
and how the measurements
are to be recorded
Ex: Auditor observes the
inventory/ warehouse
management
Unstructured observation
The observer monitors all
aspects of the phenomenon
that seem relevant to the
problem at hand, and records
what takes place
Ex: Observing children
playing with new toys
Disguised observation
- The respondents are unaware
that they are being observed.
Disguise may be accomplished
by using one-way mirrors, hidden
cameras, or inconspicuous
mechanical devices
- Observers may be disguised as
shoppers or sales clerks
Undisguised observation
Respondents are aware that they
are under observation
Natural observation
- Observing behaviour as
it takes places in the
environment
Ex: Observing the behaviour of
respondents eating fast food in
Burger King
Contrived observation
Respondents behaviour is
observed in an artificial
environment
Ex: test kitchen, test
hypermarket