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‡ Descriptive in nature.
‡ Enables marketers to ³predict´ consumer
behavior (positivism).
‡ Research methods include experiments,
survey techniques, and observation.
‡ Findings are descriptive, empirical, and
can be generalized to larger populations.

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‡ Consists of depth interviews, focus
groups, metaphor analysis, collage
research, and projective techniques.
‡ Administered by highly trained interviewer-
analysts.
‡ Findings tend to be subjective.
‡ Small sample sizes.

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@uantitative
@ualitative Research
Research
Study ‡ Provide insights about ‡ Describe target
Purpose ideas market
‡ Exploratory research ‡ Results for
before quantitative strategic marketing
study decisions

Types of ‡ Open-ended ‡ Close-ended

@uestions ‡ Unstructured ‡ Attitude scales
Data ‡ Projective techniques ‡ Observation
Collection ‡ Depth interviews ‡ Experimentation
Methods ‡ Focus groups ‡ @uestionnaires
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@ualitative Research
Research
Sampling ‡ Small ‡ Large
Methods ‡ Nonprobability ‡ Probability samples
samples

Data ‡ Analyzed by ‡ Coded, tabulated,

Analysis researchers who and entered into
collected data database
‡ Look for ³key words´ ‡ Use of statistical
‡ Subjective methods

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‡ Defining purposes and objectives helps
ensure an appropriate research design.
‡ A statement of objectives helps to define
the type and level of information needed.

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‡ Data that has been collected for reasons
other than the specific research project at
hand
‡ Includes internal and external data

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Internal Data External Data

‡ Data generated in-house ‡ Data collected by an
‡ May include analysis of outside organization
customer files ‡ Includes federal
‡ Useful for calculating government, periodicals,
customer lifetime value newspapers, books,
search engines
‡ Commercial data is also
available from market
research firms

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‡ Helps marketers gain an in-depth
understanding of the relationship between
people and products by watching them
buying and using products
‡ Helps researchers gain a better
understanding of what the product
symbolizes

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‡ Uses mechanical or electronic device to
record consumer behavior or response
‡ Consumers¶ increased use of highly
convenient technologies will create more
records for marketers
‡ Product audits which monitor sales are
heavily used by companies

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‡ Can be used to test the relative sales
appeal of many types of variables
‡ An experiment is usually ë
  with
only some variables manipulated at a time
while the others are constant
‡ Can be conducted in laboratories or in the
field

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‡ If a study has validity it collects the
appropriate data for the study.
‡ A study has reliability if the same
questions, asked of a similar sample,
produce the same findings.

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‡ Likert scales: easy for researchers to prepare
and interpret, and simple for consumers to
answer
‡ Semantic differential scales: relatively easy to
construct and administer
‡ Behavior intention scales: also easy to construct
and administer
‡ Rank-order scales: subjects rank items in order
of preference in terms of some criteria

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‡ Usually 30 minutes to 1 hour
‡ Non structured
‡ Interpreted by trained researcher
‡ Listen to words as well as ³body language´

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‡ 8-10 participants
‡ Lasts about 2 hours
‡ Always taped or videotaped to assist
analysis
‡ Often held in front of two-way mirrors

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‡ Research procedures designed to identify
consumers¶ subconscious feelings and
motivations
‡ Consist of a variety of disguised ³tests´

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‡ Based on belief that metaphors are the
most basic method of thought and
communication
‡ Zaltman Metaphor Elicitation Technique
(ZMET) combines collage research and
metaphor analysis to bring to the surface
the mental models and the major themes
or constructs that drive consumer thinking
and behavior.

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‡ Customer Satisfaction Surveys
‡ Gap Analysis of Expectations versus
Experience
‡ Mystery Shoppers
‡ Customer Complaint Analysis
‡ Analysis of Customer Defections

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‡ Samples are a subset of the population
used to estimate characteristics of the
entire population.
‡ A sampling plan addresses:
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‡ Open-ended questions are coded and
quantified.
‡ All responses are tabulated and analyzed.
‡ Final report includes executive summary,
body, tables, and graphs.

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