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Market Research (Phenomoligical/Interpretivism vs Positivist (Science is…

- - - - Inductive approach is data to theories and deductive approach is theories to data
        
        Quantitative and deductive approach match well
- - - - Focus group
        
        10 S's (Zikmond, 1997)
        
        Serendipity
        
        Security
        
        Snowballing
        
        Spontaneity
        
        Structure
        
        Speed
        
        Scrutiny
        
        Synergy
        
        "Groups highlight differences between consumers that help understanding of behaviours" (Gordon and Langmaid, 1998)
        
        Specialisation
        
        Stimulation
        
        Extra S (Gibbs, 1997)
        
        Saliency
        
        Helps show why a particular issue is important
        
        Disadvantages
        
        "Group respondents publicly agree whilst privately disagreeing" (Robson, 1990)
        
        "Group social pressures can cause over-claiming" (Greenbaum, 2003)
        
        "Can create consensus view" (Bloom, 1989)
        
        "A nominal group interview is a technique which limits respondents interaction in favour of maximising the input of each group member" (Ruyter, 1996)
        
        "Benefit of time and cost can be illusory" (Chisnall, 1997)
        
        "Have extrinsic value such as speed and cost" (Stokes and Bergin, 2006)
        
        "Used inappropriately" (Krueger and Casey, 2000)
        
        "Splitting of focus group (by demographic) effects outcome" (Morgan, 1998)
    - - "Suitable for circumstances with unique applicability and sensitive personal topics" (Robson and Foster, 1989)
      - Advantages:
        
        "Ability to get out nuances of subtleties of meaning" (Tull and Hawkins, 1993)
        
        "Offer the unusual chance to be listened to which makes respondent feel powerful" (Berent, 1966)
  - - - Online data tracking
        
        "Sites set up for collecting data are ethically bound to inform all potential participants that purpose, regardless of how much privacy and anonymity is offered" (Brem, 2002)
    - - Respondents are asked to respond to ambiguous or innocuous stimuli
  - - - Netnography
        
        "Online discussions allow you to study the interactions of a community that interests you" (Klinger, 2000)
- - - - Determine the question wording
        
        Should avoid double-barrelled questions, ambiguous time frames, bias and leading wording
        
        Questions can either be dichotomous, multiple choice, prompts or open-ends
      - Determine the question ordering
        
        Funnel approach
        
        Screening questions
        
        Introductory questions
        
        Easy main questions
        
        Easy hard questions
        
        Psychographic questions
        
        Demographic questions
        
        Identification information
      - Identify form and layout
      - Reproduce the questionnaire
      - Bugs should be eliminated
- - - - Social media
      - Data warehousing
      - Data mining
        
        Is done to find meaning correlations, patterns and trends by sifting large amounts of data with pattern recognition and statistical techniques to find spending patterns
      - CRM
      - Customer database
      - Database marketing
    - - Government
      - Other businesses
      - Syndicated services
        
        A piece of research that isn't produced for any client in particular
      - Social media
  - - - Threats to reliability are researcher error and bias, and participant error and bias
- - - - Loosely defined
      - Research process is unstructured and flexible
      - Small and non representative sample
      - Qualitative analysis
    - - Tentative
      - Generally followed by more exploratory or conclusive research
        
        "Qualitative methods offer an in depth account of underlying processes and can help frame hypothesis that test specific functional relationships" (Cupchick, 2001)
      - Inductive approach
        
        These finding being used to build a theory
        
        "How qualitative research begins" (Newman)
  - - - Longitudinal design
      - Cross-sectional design
    - - Deductive approach
      - "How quantitative research is started" (Newman)
    - - Clearly defined
      - Research process is formal and structured
      - Large and representative sample
      - Quantitative analysis
    - - Conclusive
      - Used as input for decision making
- - - - Consider basic demographic characteristics
    - - Form a list that identifies targeted population with contact details
        
        List becomes outdated quickly
        
        Gap between desired targeted population and actual operational population could exist
        
        Example being A's such as Doctors and Lawyers can be hardest to target
        
        Online focus groups increase the availability of these harder to reach respondants
        
        "Group participants are usually recruited via a screening questionnaire to form a homogenous group to promote equal participation" (Boody, 2005)
    - - Budget and past sample sizes considered
    - - Nonprobability techniques
        
        Select based on the subjective judgement of the researcher, techniques used
        
        Snowball
        
        Quota
        
        Judgemental
        
        Convenience
      - Probability techniques
        
        Selected by random techniques:
        
        Cluster
        
        Stratified
        
        Simple random
        
        Systematic
    - - Can be trade of between:
        
        Low response rates
        
        How time consuming it is
        
        How impersonal it is
  - - - Result of researcher methods
      - External validity is whether sample is truly representative
    - - Due to
        
        Errors in responses
        
        Poorly worded questionnaires cause response errors
        
        Non-response errors
        
        Caused by gap in desired population and actual operational population
- - - - Should have the integrity not to misrepresent data
      - The same proposals or completed research shouldn't be given to more than one client
    - - Potentially unethical if data is gathered without respondent knowledge
        
        "Online discussions cause ethical issue of whether participants know their being monitored" (Brem, 2002)
        
        "Sites set up for collecting data are ethically bound to inform all potential participants that purpose, regardless of how much privacy and anonymity is offered" (Brem, 2002)
      - Collection techniques must not abuse respondents privacy