MRKT 351 Lecture Notes - Lecture 4: Data Analysis, Focus Group, Anthropomorphism
Document Summary
Developing the research plan: research plan outlines, sources of existing data, specific research approaches, contact methods and sampling plans. Information collected for a specific problem: must be relevant, accurate, current, and unbiased, own, self-conducted research, customized, expensive, secondary (existing) data, advantages, quicker and cheaper, disadvantages, relevance, currency, accuracy, rarely provides all necessary information. Research approaches: observational, gathers data by observing relevant people, actions, situations, ethnographic yields deeper observation. Qualitative research: findings are not subject to quantification or quantitative analysis, conclusions are not based on precise, measurable statistics, based on more subjective observations and analysis. Techniques: focus groups, depth interviews, projective techniques, observations, ethnography/netnography, content analysis, quantitative research: uses mathematical analysis. Typically research analysis is done by using measurable, numeric standards. Importance of focus groups: a focus group is, a group of 8-12 respondents, led by a moderator, an in-depth discussion, on one particular topic or concept. It"s a group dynamic with interaction among people in the group.
