MK473 Marketing Research: Qualitative Research Techniques

Flashcards covering qualitative research techniques, including definitions, comparisons to quantitative research, focus groups, observation methods, in-depth interviews, projective techniques, neuromarketing, and data analysis.

What is the first step in the marketing research process?

Establish the need for marketing research.

What is the final step in the marketing research process?

Communicate the insights.

What is a key difference between quantitative and qualitative research that will be covered?

The differences in their techniques.

What are two other qualitative methods, besides focus groups, used by marketing researchers?

In-depth interviews, projective techniques, and neuromarketing.

How is data collected, analyzed, and interpreted in qualitative research?

By observing what people do or say.

What type of data is typically collected in qualitative research?

Unstructured and non-standardized data.

Name a key difference in data collection between qualitative and quantitative research.

Qualitative uses unstructured data collection, while quantitative uses structured questions.

How do sample sizes generally compare between qualitative and quantitative research?

Qualitative uses smaller samples, while quantitative uses large samples.

What are "mixed methods" in marketing research?

Combining both qualitative and quantitative research to leverage their respective strengths.

Define a focus group.

Small groups of people guided by a moderator through an unstructured, spontaneous discussion to gain information relevant to the research problem.

List two objectives of conducting focus groups.

To generate ideas, understand consumer vocabulary, reveal consumer motives/perceptions/attitudes, or understand findings from quantitative studies.

What are the typical characteristics for selecting participants and location of a traditional focus group?

6 to 12 participants meeting in a dedicated room with a one-way mirror for client viewing.

When are focus groups considered appropriate to use?

When the research objective is to understand, explore, and describe rather than predict.

Identify one advantage of using focus groups.

Can generate fresh ideas, allow clients to observe participants, can address a variety of issues, or allow easy access to special respondent groups.

Identify one disadvantage of using focus groups.

Representativeness of participants, dependence on the moderator, difficult and subjective interpretation, or high cost per participant.

What are observation methods in marketing research?

Techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented.

Explain the difference between direct and indirect observation.

Direct observation involves observing behavior as it occurs, while indirect observation involves observing the effects or results of the behavior.

When the subject is unaware of being observed, what type of observation is being conducted?

Covert observation.

If a researcher identifies specific behaviors to observe and record beforehand, what type of observation is it?

Structured observation.

Provide one condition under which observation techniques are appropriate.

Short time interval, public behavior, or faulty recall conditions.

What is a key advantage of using observation techniques?

Provides insight into actual, not reported, behaviors; no chance for recall error; or better accuracy.

What is a limitation of observation techniques?

Small number of subjects, subjective interpretations, or inability to pry beneath the behavior (motivations, attitudes).

What is an In-Depth Interview (IDI)?

A set of probing questions posed one-on-one to a subject by a trained interviewer to gain an idea of what the subject thinks or why they behave a certain way.

What type of questions are crucial in IDIs to encourage detailed understanding?

Probing questions.

What is the main purpose of projective techniques in qualitative research?

To uncover hidden thoughts and feelings that may not be accessed through direct questioning.

Name two examples of projective techniques.

Word association, sentence completion, picture tests, cartoon or balloon tests, and role-playing.

What is neuromarketing?

The study of an individual’s involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, and brain activity.

How does neuromarketing assist researchers?

It offers insights into subconscious consumer behavior.

What neuromarketing technique measures eye positions and movement?

Eye tracking.

List the first three steps in analyzing qualitative data.

Organize the data, get to know the data, and categorize the data.

What are the final steps after categorizing data in qualitative analysis?

Identify themes, provide substantiating examples, and communicate insights.