当代市场调研10E全套配套课件中英文PPTch05.ppt 22页

5-1ChapterFive 5-2Qualitative:Researchwhosefindingsarenotsubjecttoquantificationorquantitativeanalysis.Itsresearchconclusionsarenotbasedonprecisely,measurablestatisticsbutonmoresubjectiveobservationsandanalysis.Quantitative:Researchthatusesmathematicalanalysis.Typicallyresearchanalysisisdoneusingmeasurableandnumericstandards.TheNatureofQualitativeResearchKeyTerms&Definitions 5-3Qualitativevs.QualitativeResearchKeyTerms&Definitions 5-41.Attitudinal,perceptual,andbeliefdifferencesrevealedduringqualitativeresearchmightnotbeeasilymeasured.Quantitativeresearchwillmorepreciselymeasurethesedifferences.2.Qualitativeresearchisoftennotstatisticallyrepresentativeofthegeneralpopulation.Althoughqualitativeresultsmightgiveyouagoodideaaboutthepopulation,theydonotallowyoutopreciselygaugethepopulations’responsesbasedonthelimitedsampletypicalofqualitativeresearch.3.Anyonecanpurporttobeanexpert.GeneralLimitationsofQualitativeResearchKeyTerms&Definitions 5-5Agroupofeightto12participantswhoareledbyamoderatorinanin-depthdiscussionononeparticulartopicorconcept.FocusGroupDefined:FocusGroupsKeyTerms&Definitions 5-6SomeKeyCharacteristics:FocusGroupsContinuedKeyTerms&DefinitionsGoodforideageneration,brainstorming,andunderstandingcustomervocabularyCanbehelpfulingaininginsighttomotives,attitudes,perceptionsCanrevealneeds/likes&dislikes/prejudicesdrivenbyemotionsGroupDynamics.Themoderatormustmanagethisfactordeftly 5-7FocusGroupsStepsKeyTerms&Definitions 5-8Step1:DecideonthekeyfocusgroupobjectivesUsesecondaryresearchtohonequestionsSelectfocusgroupfacilityandparticipantsBeginrecruitingafterdecidingonparticipantincentivesStep2:SelectamoderatorDevelopamoderatorguidetochartflowoffocusgroupStep3:Conductthefocusgroup-generallyabouttwohoursStep4:ReviewthevideotapeandanalyzetheresultsPrepareawrittenreportConductingaFocusGroupKeyTerms&Definitions 5-9Selectionprocess:PotentialopinionleadersarebestParticipantsmustbescreenedforrelevancetothetopicAfocusgroupfacility-Aresearchfacilityconsistingofaconferenceroomorlivingroomsettingandaseparateobservationroomwithaone-waymirrororliveaudiovisualfeed.Apersonhiredbytheclienttoleadthefocusgroup;thispersonshouldhaveabackgroundinpsychologyorsociologyor,atleast,marketing.Createmoderator"sguidetoinclude:Timetableforeachtopic,cleargoals/questionstobeansweredStrategyforkeepinggroupontask/focusedManagingthegroupdynamicsiscriticalTheParticipants:TheModerator:TheFacility:ConductingaFocusGroupContinuedKeyTerms&Definitions 5-10Smile–makeaconnectionwithindividualsGetphysical–recognizableacknowledgementsuchasahandshakeordialogTurnonthecharm–makeanextraefforttorespondwarmlyOfferempathy–ifthereareproblemsorconcerns,addresstheseissuesBereal–makeactionssincerewithoutphoninessorliesMindthedetails–includelogisticssuchasmentioningwherefood,drink,andbathrooms;makesureeveryoneiscomfortableCometocompleteclosure–makecommentsfinalandsayfirmgoodbyesTheModeratorBuildsRapportKeyTerms&DefinitionsTools,TipsandTechniques 5-11ShowsrespectforrespondentsCleardemonstrationof“invisible”leadershipSpeaksclearlyandloudlySetsexpectationsandgivesallindustrydisclosuresAsksshortquestionsandactivelylistensMovesthingsalongwithoutrushing;curtailstangentsAvoids“serialinterviewing”ShowscreativityandadaptabilityinthemomentWhatMakesaGoodModeratorKeyFactorsKeyTerms&Definitions 5-12Changesactivitiesaboutevery20minutesMovesaround;notgluedtoachair,maintainsanopenbodypositionMovesfromgeneraltospecificquestionswithinatopicCreatesasafeopportunityfordiverseopinionsWorksalongalogicalpathshowingplanningofquestionsHandlesboththoughtleadersandshyrespondentswitheaseMissesnoopportunitytoprobeforadditionalinformationWhatMakesaGoodModeratorKeyFactorsKeyTerms&Definitions 1.Interactionsamongrespondentscanstimulatenewideasandthoughts.2.Opportunitiestoobservecustomersorprospectsthroughone-waymirrors.3.Theycanbeexecutedmorequicklythanmanyotherresearchtechniques.5-13AdvantagesofFocusGroups Managerscanbemisledinsteadofinformed.Recruitingforfocusgroupparticipantscanbeaproblem.5-14DisadvantagesofFocusGroups 5-15OnlineandMobileGroupsFocusGroupPanels“Prosumers”—MarketingProfessionalsUsedasRespondents.SeetheWD-40CompanyandtheNo-MessPenexampleinthetext.NewTrendsinFocusGroupMethodsKeyTerms&Definitions 5-16OtherQualitativeMethodsKeyTerms&Definitions 5-17GrouppressureiseliminatedRespondentfeelsimportantandtrulywantedRespondentattainsaheightenedstateofawarenessEncouragestherevelationofnewinformationRespondentscanbequestionedatlengthtorevealfeelingsandmotivationsIndividualinterviewsallowgreaterflexibilitytothedirectionofquestioningTheinterviewerbecomesmoresensitivetononverbalfeedbackAsingularviewpointcanbeobtainedwithoutinfluencefromothersInterviewscanbeconductedanywhereAdvantagesofIDIsKeyTerms&Definitions 5-18DisadvantagesofIDIsKeyTerms&DefinitionsCostsintermsoftimeandmoneyLessclientinvolvementDonotcovermuchmaterialinonedayDonotallowforagroupdiscussionandresolutionSomerespondentreactionscannotbegeneratedfromaone-on-onesession 5-19OtherQualitativeMethodsTheDelphiMethod:Itinvolvesanumberofroundsofdatacollection.IntheclassicalDelphiprocedure,thefirstroundisunstructured,inordertoallowindividualexpertsrelativefreedomtoidentifyandelaboratethepertinentissuesfromtheirpointofview.Theseissuesarethenconsolidatedbytheresearcherintoastructuredquestionnaire.KeyTerms&DefinitionsHermeneuticResearch:Researchthatfocusesoninterpretationthroughconversations 5-20Techniquesthattapintorespondents’deepestfeelingsbyhavingthemprojectthosefeelingsintoanunstructuredsituation.ProjectiveTests:WordAssociationTestAnalogyPersonificationSentenceandStoryCompletionTestOtherQualitativeMethodsKeyTerms&DefinitionsCartoonTestsandPhotoSortsCustomerDrawingsStorytellingThirdPersonTechniqueExamples: TheFutureofQualitativeResearchBecauseconsumerbehaviorhasemotionalandsubconsciouscontent,qualitativeresearchwillcontinuetobeused.Respondentsverbalizetheiremotionsandfeelingsbestbyindirectcommunicationtechniques,sofocusgroupswillgrowinimportance.KeyTerms&Definitions5-21 5-22KeyTerms&DefinitionsQualitativeResearchQuantitativeResearchFocusGroupGroupDynamicsFocusGroupFacilityFocusGroupModeratorDiscussionGuideInstantAnalysisIndividualDepthInterviewsHermeneuticResearchDelphiTechniqueLinksandbuttonareactivewhenin“SlideShowMode”KeyTerms&DefinitionsProjectiveTestWordAssociationTestAnalogiesPersonificationSentenceandStoryCompletionTestsCartoonTestPhotosortsConsumerDrawingsStorytellingThirdPersonTechnique