Please enable JavaScript.
Coggle requires JavaScript to display documents.
Quantitative Search and Focus Group (Qulitative (Reasons for choosing (1.…
Quantitative Search and Focus Group
Qulitative
Intellectual basis
Psycology
Sociology and anthropology
exploratory designs to gain preliminary insights
Reasons for choosing
1.
Economical
and
timely
data collection
2.
Richness
of the data
3.
Accuracy
of recording marketplace behaviours
4.
Preliminary insights
into building models and scale measurements
5.
Identification
of marketing-related problems
Particularly
suitable
for collecting information that is
sensitive
, includes
subconscious feelings
, originates from
complex phenomena
, and involves a
holistic dimension
Reasons for
NOT
choosing
1.
Lack
of generalizability
2.
Inability to distinguish
small differences
Analysis at
aggregate levels
Difficulty in establishing
reliability
and
validity
Difficulty in finding well-trained interviewers and
observers
Difficulty in discerning the
researchers’
qualifications or the quality of the research
Methods
Direct
Focus group
8-12 people/ group dynamics
1.
Planning
the focus group study
who (participants)
Homogeneous
but with enough variation
Strangers
Prior knowledge
in the discussion topic
Previous
focus group experience
how(recruitment)
Specify
selection critieria
(Beware of potential selection bias
Determine a method for
contacting
prospective participants/ contact them not only once
Provide
incentives
whenever possible, incorporate
randomisation
what size
8-12 (group dynamics)
where
number of sessions
2.
Conducting
the focus group discussion
The
moderator’s objectives
are to seek the best ideas from group members and to
stimulate
spontaneous interactive and detailed discussions.
Main session:
Probing/ rapport/ moving
: probing doesn’t exist in questionnaire survey, Probing can give you richer info (1h-1.5h)
Beginning the session (break the ice)
3.
Analysing
and reporting the results
Debriefing
analysis- interactive sessions where the researcher, moderator, and the client discuss the responses of the participants
Content
analysis – the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns
issues
purpose
who will read
format/style
Advantage
2.
Underlying reasons for behaviour
3.
Client participation
4.
Breadth
of topics covered
Special market segments (
hard-to-interview individuals
an opportunity to interact with peers and compare thoughts and feelings)
1.
New ideas
Disadvantage
1.
Low generalizability
of results
Questions of data
reliability
3.
Subjectivity of interpretations
4.
High cost
per participant
In-depth interview
Advantage
Uncover
greater depth
of insights
3.
Avoid social pressure
Easier to arrange
1.
Flexible in scope of topics
to be discussed
Disadvantage
1.
Lack of generalizability
2.
Lack of reliability
caused by interviewer-interviewee artifacts, interviewer errors or interviewee errors
X distinguish small differences
Interviewers are
expensive
and difficult to find
Data obtained are
difficult to analyse and interpret
Arguments
1.
Best respondent
2.
Homogeneity argument
3.
Office interview
4.
Time
5.
The cost of experimentation
Indirect
Projective techniques
Word association test
Completion test
Picture test
Thematic apperception test
Cartoon or balloon test
Role-playing activities
Observation techniques
Conditions
Current (can't examine past)
repetitive, frequent and predictable in a pre-specified time frame
Observable
Direct/ Indirect
Structured/ Unstructured
Disguised/ Undisguised
Content Analysis: Objective, systematic and quantitative description of the manifest content of a communication
Human/ Electronic (machnical)
Audit technique
Inventory Analysis
Pantry Audit
Advantages
Accuracy of actual behaviour
Reduction of confounding factors
Detail of the behavioural data
Elimination/reduction of bias
Nature of phenomenon
The only choice of some data types
Disadvantages
Lack of generalizability of data
Inability of explaining behaviours or events
Complexity of setting and recording of behaviours or events
Selective perception
Can be time-consuming and expensive
Impossible for some data types
7.
Ethical problem
Quantitative
Using formalized standard questions and predetermined response options in questionnaires or surveys administered to large number of respondents
Difference
Research goals/objectives
Type of research
Type of questions
Time of execution
Representativeness
Type of analysis
Research skills
Generalizability of results