MCS 3030 Lecture Notes - Lecture 2: Content Analysis, Kfc, Projective Test

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3030
• Professor: Vinay Kanetkar

Document Summary

Lecture 2: knowing the market through qualitative research. Why is it ignored: skeptics avoid qualitative research because of its small and non-representative samples and. Messy data: but less structure allow the discovery of unknown and the unexpected. Bene ts of qualitative research: provides better understanding of issues, problems, hypotheses and ideas, rich data with greater meaning , in marketing context, consumption process, cultural and personal meanings attached to objects and experiences, and, most importantly, the consumer"s worldview. Different qualitative methods: observations, systematic process of recording the behaviour patterns of people, objects and occurrences without questioning and communicating. Exploratory focus groups: used to understand broad issues, opportunities and problems: hypothesis generation, pre-testing questionnaire, exploratory phase of ad theme, overall background information on a product category, impressions on new product concepts, new ideas for old product. Enumerative focus groups: measure relative occurrence of phenomenon in a particular sample: testing alternative communications approaches. Thursday, september 22, 2016: new product ideas.