Market Research MT Slides 3

Smarties Takeaways

using limited data (small samples) is better than using assumptions

Qualitative research advantages

Generate unexpected insights for specific research questions, richer data

Qualitative research limitations

small samples, not representative of pop, relies on self-report (“mere exposure”, defaults)

Qualitative data sources

observation, user test, interview, focus group, survey (open-ended), reviews, customer interaction logs

Laddering

starting with a simple question and getting deeper with every question

Focus groups

group dynamics (moderator responsibility), “group think” (answers are not independent)

Projective techniques

project respondents into unstructured situation to uncover deep feelings/associations (word association, sentence and story completion, cartoon test, brand personification

Response bias awareness

unhappy or very happy customers are more likely to respond

Coding qualitative data

turning words into numbers — converting qualitative data into numeric codes

Data coding step 1

Develop code-book categories

Data coding step 2

write code book definitions (needs a label, 1-sentence definition, inclusion/exclusion criteria, and 2-3 examples), output is usally 0 or 1 but can be continuous

Data coding step 3

Structure the task properly (code 1 unit at a time, allow multiple codes per unit)

Data coding step 4

Validate the codes (check against other source ratings)