MRE Ch 4: Qualitative Primary Research

Primary qualitative research methodologies

These methodologies offer rich insights but come with limitations like cost, time, market representation, and potential biases from both researchers and participants.

The three common qualitative methods are:

• focus groups

• Ethnographic Market Research

• Mystery Shopping:

Primary qualitative research methodologies. Focus Groups:

• Focus Groups:

  • Moderator-led discussions among target consumers for deeper insight.

  • Groups typically consist of 8-10 participants, up to 15-20.

  • It is important to have a representative sample from the target market.

primary qualitative research methodologies. Ethnographic Market Research:

• Studies consumer trends, habits, and social influences in real-world settings.

• Methods include observation, virtual/mobile interactions, diaries, and passive tracking.

Primary qualitative research methodologies: mystery shopping

The researcher poses as a consumer to assess process adherence and customer service in real situations.

when to use focus groups

• Use when in-depth insights and opinions are needed on a specific issue.

• Beneficial for exploratory research to understand company needs.

• Ideal for gathering thoughts and opinions from target consumers or stakeholders.

• Focus groups are helpful for creating dialogue and generating solutions.

when to use Ethnographic Research

• Employ when understanding how consumers interact with products, concepts, and services in real-world settings is crucial.

• Useful for studying trends, lifestyles, habits, attitudes, and social influences within consumer markets.

• Methods include observation, virtual/mobile interactions, diaries, and passive tracking.

when to use Mystery Shop Studies

• Use when assessing how well processes and procedures are followed in real customer service situations is required.

• Ideal for covertly collecting data on customer service protocol.

• Provides insights into actual customer experiences as they occur.

 Identify when to use focus groups, ethnographic research, and mystery shop studies.

These qualitative methodologies each offer unique advantages but come with considerations such as cost, time, market representation, and potential biases from both researchers and participants.

research plans and data collection tools

Focus Groups:

• Research Plan:

  • Define research objectives and questions to be addressed.

  • Determine target participant demographics and characteristics.

  • Develop a recruitment strategy, including sources and incentives.

  • Plan the number of focus group sessions needed and their locations.

  • Prepare a discussion guide outlining topics, activities, and questions.

  • Establish a timeline for conducting and analyzing focus groups.

Data Collection Tools:

• Participant recruitment emails and confirmation phone scripts.

• Incentive details and refreshment arrangements.

• Moderator's guide with icebreaker activities, discussion topics, and brainstorming prompts.

• Evaluation criteria for assessing group dynamics and consensus building.

Research plans and data collection tools

Ethnographic Research:

Research Plan:

• Define research objectives and specific behaviors to be observed.

• Select observation methods (e.g., in-person, virtual, diaries, passive tracking).

• Determine observation locations and schedule.

• Identify technology and equipment needed for data collection.

• Establish ethical considerations and privacy protocols.

Data Collection Tools:

• Observation checklist and protocols for various phenomena.

• Equipment (e.g., cameras, eye-tracking devices) with instructions.

• Diary templates for participants to record experiences.

• Passive tracking tools for capturing behavioral data.

Research plans and data collection tools

Mystery Shopping:

• Research Plan:

  • Define the specific processes and procedures to be evaluated.

  • Identify target locations and businesses for mystery shopping visits.

  • Develop a recruitment strategy for mystery shoppers.

  • Determine evaluation criteria and standards.

  • Establish a timeline for conducting mystery shops.

  • Ensure ethical considerations and anonymity of shoppers.

• Data Collection Tools:

  • Mystery shopper recruitment criteria and instructions.

  • Evaluation forms with standardized criteria and scales.

  • Training materials for mystery shoppers based on company protocols.

  • Guidelines for maintaining anonymity and avoiding detection

focus groups, ethnographic research, and mystery shop research plans and data collection tools.

These research plans and data collection tools are crucial for ensuring that each qualitative methodology is executed effectively, yielding valuable insights for decision-making.

Identifying Credible Sources:

• For internal secondary research, utilize sources like customer databases and results from past primary research studies conducted by the company. Ensure the information is up-to-date.

• For external secondary research, identifying reliable sources is crucial. Reputable sources enhance the credibility of the compiled data.

Search Tricks and Tips:

• Use Google search to scan for external secondary information. However, be cautious as search results may include unfiltered or biased information.

• Avoid blogs, which often represent personal opinions, and exercise caution with sites like Wikipedia, where the general public can edit information.

Reputable Secondary Sources:

• Consider utilizing the following sources for reputable secondary data:

  • Competitor websites

  • Environmental scanning results

  • Government websites

  • Industry databases, articles, and case studies

  • Libraries

  • Publicly available primary research conducted by other companies or consortiums

  • Research vendors

  • Trade associations

Reviewing Articles or Resources:

Assess the sponsor of the article or resource. Determine if the sponsor may have a reason to be biased and whether they are likely to be impartial.

Reviewing Existing Research Studies:

• Evaluate the methodology to ensure it aligns with the research objective.

• Check if the study included a random sample of target consumers, as this helps ensure representativeness.

• Verify if the sample size is sufficient, and consider any other study limitations that may affect the validity of the findings.

steps on how to collect secondary data from credible sources

1. Identifying Credible Sources:

2. Search Tricks and Tips:

3. Reputable Secondary Sources:

4. Reviewing Articles or Resources:

5. Reviewing Existing Research Studies

how external data can be used to identify competitors and collect market share in other comparative benchmarks

By using these methods, companies can effectively gather competitive data and market share information for better decision-making

• Credible Sources:

• Search Smart

• Reputable Sources:

• Study Review:

• Identify Competitors:

• Market Share Basics:

• External Benchmarks:

• Population and Demographics:

• Industry Reports:

• Consumer Trends

• Brand Reputation

• Environmental Scanning:

Credible Sources:

• Use internal research from customer databases and past studies commissioned by the company, as long as it's up-to-date.

• When using external data, ensure it comes from reliable sources for trustworthy information.

Search Smart:

• Google search is popular, but be cautious of biased or weak sources.

• Avoid relying on blogs or Wikipedia for critical research.