Chapter 8 - Information collection: Qualitative and observational methods. In this chapter, the following content will be discussed: Marketing research, qualitative research methods, use of computers in qualitative research, individual in-depth interviews, focus group discussions,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Eight 2 Information Collection: Qualitative and Observational Methods Marketing Research 12th Edition Marketing Research 3 Marketing Research Primary Secondary Qualitative Quantitative Qualitative Quantitative 3 Marketing Research 12th Edition Information Collection : Qualitative and Observational Methods 4 Marketing Research 12th Edition Qualitative Research Methods 5 Marketing Research 12th Edition Qualitative Research Methods (Contd.) Four major constraints: Volume of data Complexity of analysis Detail of clarification record Time-consuming nature of the clerical efforts required Computer technology helps alleviate these problems and increase the use of qualitative research 6 Marketing Research 12th Edition Use of Computers in Qualitative Research 7 Marketing Research 12th Edition Individual In-depth Interviews Nondirective interviews Respondent given maximum freedom to respond | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Eight 2 Information Collection: Qualitative and Observational Methods Marketing Research 12th Edition Marketing Research 3 Marketing Research Primary Secondary Qualitative Quantitative Qualitative Quantitative 3 Marketing Research 12th Edition Information Collection : Qualitative and Observational Methods 4 Marketing Research 12th Edition Qualitative Research Methods 5 Marketing Research 12th Edition Qualitative Research Methods (Contd.) Four major constraints: Volume of data Complexity of analysis Detail of clarification record Time-consuming nature of the clerical efforts required Computer technology helps alleviate these problems and increase the use of qualitative research 6 Marketing Research 12th Edition Use of Computers in Qualitative Research 7 Marketing Research 12th Edition Individual In-depth Interviews Nondirective interviews Respondent given maximum freedom to respond Semi-structured or focused individual interviews Covers a specific list of topics or sub-areas 8 Individual in-depth interview techniques Laddering Hidden-issue Symbolic Analysis Marketing Research 12th Edition Focus Group Discussions Offers participants more stimulation than an interview; makes new ideas and meaningful comments more likely Issues to be addressed: Outlining the intended direction of the group Explaining how participants were recruited Reeducating observers on the concepts of random selection, statistical reliability, and projectability of research results 9 Marketing Research 12th Edition Types of Focus Groups 10 Marketing Research 12th Edition Key Factors for Focus Group Success Planning the Agenda Recruitment Moderator Analysis and Interpretation of the Results 11 Marketing Research 12th Edition Trends in Focus Groups Telephone Focus Groups Video Conference Two-way focus groups Online focus groups 12 Marketing Research 12th Edition Ten Tips for Running a Successful .
