Outline of this class

Primary Data
Observation
Qualitative Research Method
[Assignment 1 - Due: 9/15 ]

Primary Data

Types of Primary Data

Demographic/socioeconomic
characteristics
Psychological/lifestyle
characteristics
Awareness /knowledge
Attitudes and opinions
Intentions
Behavior
Motivation

Types of Primary Data Collection

Questioning
(

)
Focus groups, in-depth interviews,
ethnography, projective techniques

)
Direct, telephone, mail, internet

Observation
Direct and contrived observation,
behavior-scan
Experiments

Questioning versus Observation

Observation

Observation
Rationale: Respondents may be unlikely
to give truthful answers, useful
supplements to other techniques
Format: Household monitoring, in-store
video
Tools: Electronic devices, other high
tech information collectors, product in
use
Upsides/Downsides ?

Observational Method
Example: RFID
Stands for Radio
Frequency Identification
Enables researchers to
track shoppers
movements in real time
Small: As small as 0.4mm
x 0.4mm
Fast: Data retrieval in
miliseconds / no contact
Cheap: $0.05/unit

Observational Method
Example: RFID

Observational Method
Example: Eye Tracking

Zone Definition

Yahoo! France Eye-tracking Study

Novices vs. Experts

Yahoo! France Eye-tracking Study

Average of 3.96 banners seen
(p=0.49)
Everybody looks at at least one
banner

Number
of banners
seen
46.94
% indicate
seeing
a banner
14

12

Number of Respondents

10

0
1

Number of Banner Seen

Yahoo! France Eye-tracking Study

Banner Recognition

Yahoo! France Eye-tracking Study

Take away
Experts are more efficient than novices
Young surfers are more efficient than older
ones
Size and content are important factors
Half of the banners are not attended to
Surfers seem to purposefully avoid banners

Qualitative Research Methods

Types of Qualitative Research

Methods

Want to know about (

)
1. (

2. (

3. (

4. (

When to Use Qualitative Research

(1)
Exploratory Research
Uses:
Get ideas
Develop hypotheses
( Provide inputs to questionnaires )
Typically not used to support major
decisions
High degree of flexibility
Less structured than other types of
research
Ad hoc in nature
Number of respondents usually small and

When to Use Qualitative Research

(2)
New Product Development
Understand a market and identify gaps.
Reactions to new product concepts
(after the quantitative research).

When to Use Qualitative Research

(3)
Advertising Creative Development
Research
What should the advertisement be
saying?
How should the strategy be conveyed?
Pre-test the chosen execution.

When to Use Qualitative Research

(4)
Diagnostic Studies
Understand the consumer relationship
to the brand.
Identify wear-out of an ad campaign.
Evaluate the impact of a competitors
actions.

1. Focus Groups
Origins: Social Psychology and Psychotherapy to
surface repressed thoughts and feelings

1. Focus Groups
Format: 8-10 individuals, 1-2 (
), about
1-2 hour long, incentives for participants
Tools: products, product concepts, ad
copy, questionnaires
Common purpose in Market Research
Reactions to product concepts,
marketing communications, competitive
brands
Open-ended and free flowing discussion

1. Focus Groups
Group composition:
(1) Within group: (
)
Participants should be strangers to
each other
Participants should be similar to
each other:
Expedites comfort among
strangers
Participants relate better and
help each to introspect
(2) Across groups: ( )

1. Focus Groups
Some guidelines on questioning
Avoid why questions:
e. g. Why did you go to the zoo?
Instead, ask influence questions and
attribute questions separately:
Influence Question: What made you
go to the zoo?
My kids really wanted to go
Attribute Question: What features
about the zoo do you like?
I wanted to see the panda bears

1. Focus Groups
Advantages
Versatility
Serendipity
Speed
Disadvantages
Lack of generalizability
Misjudge / misrepresentation
Cost

2. In-depth Interviews
Rationale: Mechanism for obtaining
detailed insights, flexible
Appropriate for (
), (
)
Format: one-on-one (at place of
business, consumption, etc.)
Tools: Interview guide, schedule
Advantages: (
), (
)
Disadvantages: (
), (
)

3. Ethnography
From Anthropology
Immerse yourself in a culture
Usually done by trained anthropologists or
sociologists
Early Study: Commissioned by Congress to
study Indian Tribes
Examples
DOJ: Street-level drug use

3. Ethnography: Example
(based on NPR news)
The typical tourist in Hawaii spends $200 a
day for a hotel room, meals, entertainment.
There's another class of visitor who receives
room and board, plus full health care
benefits, and more, for just $3 a day.

3. Ethnography: Example
It's homeless benefits courtesy of Hawaii's
taxpayers.
Sumner Homeless Men's Shelter in downtown
Honolulu
One-third of all the guests (1,300) come
from out of state
Phillips (homeless)
was homeless in San Diego for years
earning cash from Hawaii's five cent
redemption program for plastic bottles
and aluminum cans
sleeps at the homeless shelter for $3 a
day

3. Ethnography: Example
The shelter has an operating budget of $2 million
funded largely by state taxpayers.
Hawaii taxpayers face a $1.2 billion budget deficit
CONNIE MITCHELL (Executive Director, Sumner
Homeless Men's Shelter)
Resource drain caused by newly arrived single
male transients is getting more acute.
Hawaiian lawmakers need to develop policies to
address this problem.
I think that we really need to begin to look at
who's really homeless not by choice and by
misfortune, and who is really homeless by
choice, and have a different solution for the two
different populations.

4. Projection Techniques
Origins: Freuds work
on Paranoia
A man is least
himself when he talks
in his own person;
when given a mask
he will tell the truth.
Oscar Wilde

4. Projection Techniques
Rationale: Certain issues are not
amenable to direct questioning
Projective techniques provide a
mechanism for uncovering (
)
Format:
1.
2.
3.
4.

Sentence or Story completion

Thematic Apperception Test (TAT)
Photo sorting
ZMET

Tools: Visual props, scenarios, openended questionnaires

Upsides/Downsides

Sentence / Story Completion

Respondent given an incomplete or
ambiguous sentence or story and
asked to complete by the first free
associations:
Macys is . . .
People who shop at Macys are . . .
I dont understand why Macys doesnt
...

Sentence / Story Completion

Sally just moved to Phoenix from Dallas,
where she had been a salesperson for
IBM. She is now district manager for the
Phoenix area.
Her neighbor Rhonda has just come over
to Sallys apartment to welcome her to
Phoenix. A discussion of where to shop
ensues.
Sally says, You know, Ive heard some
things about Macys in Phoenix . . .
What is Rhondas reply?

Thematic Apperception Test

Subjects are presented with pictures.
Then asked to interpret the pictures and
give a narrative.
Pictures must be interesting enough but
also ambiguous.

Macys

Group Exercise
Milwaukee Tool

Your findings?
Opportunity? New
product/services?
Any problem?

Milwaukee Tool
Here is a
picture of a
man whose
neighbor has
suggested
that he buy a
chainsaw.
What do you
suppose he is
thinking now?

Milwaukee Tool
Why cut a whole tree when you can save
part of it?
Trees beautify property and make it more
valuable
I dont like to destroy trees
We lose trees due to disease and storm
damage
Hes thinking he should get a tree surgeon
Maybe I should borrow my friends chain
saw
He doesnt have to invest in a chain saw for
just one tree

Milwaukee Tool
Here is a picture
of the same man
in a chain saw
store talking to a
store clerk.
What is he talking
about?

He is asking about ease of handling

length of blade
What is the best brand?
Whether it had direct drive
Whether it had a gas protector
Self-lubrication
Ease of controls
Hes asking about price
Availability of credit
Extended warranty

 Here is a picture of
the same man as
in the last picture.
He purchased the
chain saw he was
looking at.
What is he thinking
now?

 Sure beats bucking with an axe

Hes thinking about the speed of
getting through, time saved
How much easier it is to cut a tree
down with a chain saw than with a
hand saw
Hes a little frightened. He doesnt
know how to go about it but is willing
to learn.
If he gets caught in that blade . . ..

 Here is a
picture of the
same man as
in the previous
pictures,
sitting and
talking with a
woman.
What do you
suppose they
are talking
about?

 Hes very happy to cut his own wood for his

fireplace really proud of himself.
Theyre talking about the logs, how pleased
he is with himself
Hes telling her how much he saved by
cutting it himself
He is saying the chain saw pays for itself
because it would have been a $300 job.
What a good buy that chain saw was. Cut
wood costs, save money.
She is proud of her husband.
She is complimenting him on his ability and
on how handy it is to have a man around the
house.

Photo Sorts
BBDO invented the original
Photosort:
Criticism with previous approaches: too
verbocentric
Specially developed photo deck
depicting different types of people, from
business executives to college students
Respondents connect individuals with
the brands they think they would use.

ZMET

Olson Zaltman Associates

Prof. Zaltman patented the Zaltman
Metaphor Elicitation Technique (ZMET), a
method used to delve into the unconscious
thinking that drives behavior
ZMET uses visual and non-visual "images"
gathered and/or generated by consumers to
elicit and probe the metaphors that
represent consumers thoughts and feelings
about a topic

ZMET
More details
Developing a deep understanding of customers
Pictures are metaphors that serve as entry points
into their thinking process
Participants are encouraged to explore their
thoughts and feelings more deeply by having them
discuss changes to particular images
e.g.) widen the frame of a picture and describe what
might enter the picture that reinforces the original idea

Researchers and managers use customers images

to create their interpretations and strategies
Check whether top managements views of
customer thinking are consistent with actual
customer thinking

ZMET
Nestle Crunch Bar
Management thought of it a quick
energy snack
Pictures
old pickup trucks
picket-fenced suburban lawns
grandfather clocks
snowmen
American flags
Bar evoked powerful memories of
childhood and simpler times.

(From Lecture 2)
Role of Marketing Research
Marketing Planning Process
1. Situation Analysis
2. Strategy Development Projection
Technique
What business are we in?
How will we compete in this market?
This is a growing area of application of
Marketing Research

3. Marketing Program Development

4. Implementation

Example: Egg Strategy

A new approach in Qualitative Research
Method

Todays Takeaway
Primary Data
Observation
Upsides/Downsides
Qualitative Research Method
Upsides/Downsides
[Assignment 1 - Due: 9/15 ]