MKTG1021 Lecture Notes - Lecture 11: Thematic Apperception Test, Focus Group, Ethnography
Session 11 - Marketing Research
1. What is marketing research?
a. The process of defining a marketing problem and opportunity, systematically
collecting and analyzing information, and recommending actions
2. Marketing research process
a. Defining the objectives and research needs → designing the research → data
collection process → analyzing data and developing insights → action plan and
implementation
3. Secondary and primary data
a. Secondary: available before you start your research problem - pre-existing,
cheaper, use this first
i. Examples: census data, sales invoices, internet info, books
ii. Advantages: saves time in collecting data b/c they are readily available.
Also free or inexpensive
iii. Disadvantages: may not be precisely relevant to info needs, info may not
be timely, sources may not be original, data sources may be biased
b. Primary: go + collect for the research problem at hand - time consuming but can
really help
i. Examples: observed consumer behavior, focus group interviews, surveys
ii. Advantages: specific to the immediate data needs and topic at hand,
offers behaviorals insights generally not available from secondary
research
iii. Disadvantages: costly, time consuming, requires more sophisticated
training and experience to design study and collect data
4. Qualitative vs. Quantitative Research → we need both
a. Qualitative: unstructured, try to understand human behavior
i. Examples: case analysis, clinical interviews, focus groups, ethnography
ii. Disadvantages: very researcher dependent, can’t generalize info since
you only interview 10-15 people
b. Quantitative: structured, don’t need to understand human behavior
i. Examples: numerical measurements and analysis tools, survey research,
experiments
ii. Can measure a lot of people w/ structured surveys
5. Types of qualitative research
a. Depth interview - most commonly used, unstructured
i. One-on-one, 1-2 hrs, time consuming and costly
ii. Interviewer may introduce bias
b. Focus groups - 8-12 people discussion, general questions
i. Pressure to conform to group - what everyone else thinks
c. Projective techniques
i. Thematic Apperception Test (TAT) - asked to tell story about the brand,
and in story you project feelings about it
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Examples: census data, sales invoices, internet info, books. Advantages: saves time in collecting data b/c they are readily available. Examples: observed consumer behavior, focus group interviews, surveys. Examples: case analysis, clinical interviews, focus groups, ethnography: disadvantages: very researcher dependent, can"t generalize info since you only interview 10-15 people, quantitative: structured, don"t need to understand human behavior. Examples: numerical measurements and analysis tools, survey research, experiments: can measure a lot of people w/ structured surveys, types of qualitative research, depth interview - most commonly used, unstructured, one-on-one, 1-2 hrs, time consuming and costly. Interviewer may introduce bias: focus groups - 8-12 people discussion, general questions. Pressure to conform to group - what everyone else thinks: projective techniques. Participants think about topic: collect pictures that express their thoughts/feelings, oza identifies participants deep ideas, themes, emotions about topic, oza makes strategic recommendations and works with client to develop. Tell stories about pictures implications: panty hose example - people chose these pictures .
