MKTG-310 Lecture Notes - Lecture 18: Projective Test, Focus Group, Data Analysis
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We are in the develop the research plan/design stage. To quantify the data and generalize the results from the sample to the population of interest. To gain a qualitative understanding of the underlying reasons and motivations. Two types of primary research: quantitative and qualitative: market research data, primary data, quantitative, qualitative, secondary data. How do we collect qualitative data: qualitative research, focus group, smaller groups, dyad- 2 interviewees, triad- 3 interviewees, online, focus groups, forums, communities. What is a focus group: group of 8-12 carefully selected respondents, typically, 1-3 hours long, led by a trained moderator, a (cid:373)ode(cid:396)ato(cid:396)"s guide is (cid:449)(cid:396)itte(cid:374) to help guide the (cid:272)o(cid:374)(cid:448)e(cid:396)satio(cid:374, dig to understand the why behind the answers. Inappropriate for some stimuli: la(cid:272)k of (cid:272)o(cid:374)t(cid:396)ol o(cid:448)e(cid:396) (cid:396)espo(cid:374)de(cid:374)ts" e(cid:374)(cid:448)i(cid:396)o(cid:374)(cid:373)e(cid:374)t. Can be expensive (facility, travel, taping, food, transcripts) Much less expensive: an on-going conversation among participants, encourage interaction among participants, researcher can both guide conversation and observe behavior/comments.
