Observation, Focus Groups

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods – step 6

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Quantitative research
Qualitative research
Pluralistic research

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Observations
Types of Observation
1. Direct versus Indirect
Observation may be direct and indirect.
Archives and physical traces are forms of indirect observation
2. Disguised versus Undisguised

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Discussion question:
Indicate why disguised observation would be appropriate for a study on how parents discipline their children?

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
3. Structured versus Unstructured
4. Human versus Mechanical

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Observations
Closed circuit TV cameras
Consumer shadowing
Tracking & measuring eye movement (Physiological Measurement)
Tracking TV station watching
Trace analysis
Content analysis
Narrative enquiry

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Colored drawings & handwriting
Rorschach inkblot test

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Successful observations are of short duration, are public and when conditions leading to faulty recall are present.

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Focus Groups-
are small group discussions led by a trained moderator

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Before a focus group is conducted, certain operational questions should be addressed:
What should be the size of a focus group?
Who should be in the focus group?
How should focus group participants be recruited and selected?
Where should a focus group meet?

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
The floor plan of a focus group facility

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
5. The f.g. moderator’s role and responsibilities.
A successful group requires an effective moderator.
A good moderator is experienced, enthusiastic, prepared, involved, energetic, and open-minded.

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
6. Focus Groups results
- for quantitative research
- for other focus groups

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
On-line focus groups
Can online f.g. substitute for face-to-face ones?
For what situations are online f.g. best suited?
What is “lost” with online f.g.?
How many participants should I plan for in my online f.g.?
How long should it last?
Are the moderator’s skills different with an online f.g.?
Are participants more or less candid with online f.g.?

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Advantages of focus groups
Generate fresh ideas
Allow clients to observe the group
Generally versatile
Work well with special respondents

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Disadvantages of focus groups
May not represent the population
Interpretation is Subjective
Cost-per-participant is high

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Discussion question:
Should the marketing manager client be a focus group moderator?
Why or why not?

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Other qualitative research techniques
Focus groups and many of the observation methods we have described are the most frequently used qualitative research techniques, but they are not the only type of nonstructured research available to marketing researcher.
Other population methods are:

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Depth interviews
Protocol analysis
Projective techniques

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
With a Projective techniques, people often divulge something about themselves they would not divulge in a direct questioning situation.
Word association test
Is used to uncover people’s real feelings about products or services, brand names or ad. copy.
- Sentence completion test

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Sentence completion test
Write is words to complete these sentences. What does it tell you about your attitude toward drinking hot tea?

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Picture test – are useful ways to test potential advertisement for impact and reaction
“Ford includes driver and
passenger airbags as
standard
equipment because
you love your family”.

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
Here is a pair of patent leather dress shoes on sale for $39.99
____________________________________________________
- Cartoon or Balloon test

Marketing research
Chapter 7 - Observation, Focus Groups and other Qualitative methods
An example of cartoon test. “What is she saying about her protection from the sun’s ultraviolet rays?”