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Thick data
a term used to emphasize the importance of gaining qualitative insights of phenomena to complement the quantitative knowledge provided by big data
Three types of mixed methods research
qualitative before quantitative
quantitative before qualitative
qualitative and quantitative concurrently
Observation methods
techniques in which phenomena involving people, objects, and/or activities are systematically observed and documented.
archives
secondary sources, such as historical records, that can be applied to the present problem
physical traces
tangible evidence of some past event
Covert Observation
subject is unaware that he or she is being observed, an example of this would be mystery shopping
Overt Observation
respondent is aware of observation, an example: Nielsen’s People Meters to monitor media to which a consumer is exposed
Stuctured observation techniques
researcher identifies beforehand which behaviors are to be observed and recorded. Often there is a checklist.
Unstructured observation techniques
all behavior is observed and the observer determines what is to be recorded (with no predetermined restrictions).
In situ observation
the researcher observes the behavior exactly as it happens
Invented observation
the researcher creates a simulated situation
Appropriate conditions for use of observations
•Short time interval …event must begin and end in a reasonably short time. You cannot “observe” a process of purchasing that lasts months.
•Public behavior …cannot observe private behaviors.
•Faulty recall conditions …behaviors are so “automatic” that consumer cannot recall them.
Advanatges of observational data
•Insight into actual, not reported, behaviors
•No chance for recall error
•Better accuracy
•Less costly
Limitations of observational data
•Small number of subjects
•Subjective interpretations
•Inability to pry beneath the behavior observed
•Motivations, attitudes, and other internal conditions are unobserved
focus groups
small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.
information from focus groups
can be used to generate ideas, to learn the respondents’ “vocabulary” when relating to a product, or to gain some insight into basic consumer needs and attitudes.
traditional focus groups
Select 6 to 12 persons and meet in a dedicated room with one-way mirror for client viewing
Moderator
responsible for creating the correct atmosphere in the group and guiding discussion
Focus group report
summarizes the information provided by the focus group participants relative to the research questions
online focus group
the respondents and/or clients communicate and/or observe by use of the Internet. Clients can observe the virtual chat.
Advanatges of online focus groups
•No physical setup is necessary
•Transcripts are captured on file in real time
•Participants can be in widely separated geographical areas
•Participants are comfortable in their home or office environments
•The moderator can exchange private messages with individual participants
Disadvanatages of Online focus groups
•Observation of participants’ body language is not possible
•Participants cannot physically inspect products or taste food items
•Participants can lose interest or become distracted
Advanatges of Focus groups
•Can generate fresh ideas
•Allow clients to observe their participants
•May be directed at understanding a wide variety of issues
•Allow fairly easy access to special respondent groups
Disadvanatges of Focus Groups
•Representativeness of participants
•Dependence on the moderator
•Interpretation sometimes difficult
When should focus groups be used?
when the research objective is to describe rather than predict.
How do consumers describe a better package?
How would they describe their satisfaction with our service?
How could they describe their ideas for an ad campaign?
When should focus groups Not be Used
when the research questions require a prediction or when a major decision affecting the company’s livelihood rests on the research results.
Objectives of Focus Groups
•To generate ideas
•To understand consumer vocabulary
•To reveal consumer goods, motives, perceptions, and attitudes about products or services
•To understand findings from quantitative studies
Operational Aspects of Traditional Focus groups
•How many people should be in a focus group?
•Who should be in the focus group?
•How many focus groups should be conducted?
•How should focus group participants be recruited and selected?
•Where should a focus group meet?
•When should the moderator become involved in the research project?
•How are focus group results reported and used?
•What other benefits do focus groups offer?
Ethnographic Research
a term borrowed from anthropology to describe a detailed, descriptive study of a group and its behavior, characteristics, culture, and so on
Shopalongs
a type of research in which a researcher accompanies a shopper (with permission) on a shopping trip and observes and records the shopper’s activities
Mobile ethnography
a type of marketing research in which respondents document their own experiences through their mobile phones
Netnography
the name for the ethnographic study of online activities.
Marketing research online communities (MROCs)
groups of people that are brought together online to interact, provide ideas and opinions, and complete tasks.
In-depth interview (IDI)
a set of probing questions posed one-on-one to a subject by a trained interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves a certain way.
Laddering
attempts to discover how product attributes are associated with consumer values
Protocall analysis
involves placing a person in a decision-making situation and asking him or her to verbalize everything he or she considers when making a decision
Projective techniques
involve situations in which participants are placed in (projected into) simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning
Five common projective techniques
•Word-association test
•Sentence completion test
•Picture test
•Cartoon or balloon test
•Role-playing
Projective techniques that can
Respondents are given products (or cards with product names) and asked to sort them into groups and provide a descriptive name for each group
Application: Reveals competitive sets of products and brands
Offers segmentation implications
Shows how consumers perceive products and brands
Sort me straight
For each attribute, respondents rank cards with brand names from most to least
Application: Identifies how the target brand performs on specific attributes with respect to competing brands
Picture this, Picture that
Respondents are given several pictures that represent a wide range of emotions and asked to select pictures that represent specific brand/category/situations
Application: Respondents are given several pictures that represent a wide range of emotions and asked to select pictures that represent specific brand/category/situations
Color my World
Respondents are given several color swatches (paint chips) and asked to select color(s) that represent specific brand/category/situations
Application: Offers insight into positive and negative imagery and associations for specific brand/category/ situations
Dot Dot Dot
Respondents are given 10 dot-shaped stickers or tokens and asked to allocate them across flavors, brands, advertisements, etc
Application: Provides a relative ranking for each of the alternatives; follow-up probing reveals why certain alternatives are favored
Neuromarketing
the study of an individual’s involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, and brain activity
Neuroimaging
or viewing brain activity, may aid marketing researchers to better understand consumers’ unconscious emotions
Eye tracking
a technique for measuring eye positions and eye movement
Facial coding
a system that is used to measure universal expressions of emotions, such as happiness, sadness, fear, and surprise, by their appearance on faces
Thematic analysis
involves examining qualitative data to uncover themes or patterns which relate to the objectives of the research
Theme
a pattern that is found across data when conducting qualitative analysis that relates to the objectives of the research
substantiating example
an example from qualitative data that provides evidence for a theme
verbatim
a quote from a research participant that is used as a substantiating example of findings from qualitative research
word cloud
a visual display of words and phrases in a text, with the size of the words and phrases representing the frequency of their occurrence in the text
