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Essentials of Marketing Research William G' Zikmund

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Subject is presented with a list of words. Asked to respond with first word that comes to mind ... CHEESE. Kraft. Cheddar. Goat. Sentence Completion. People ... – PowerPoint PPT presentation

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Title: Essentials of Marketing Research William G' Zikmund


1
Essentials of Marketing Research William G.
Zikmund
  • Chapter 5
  • Exploratory Research

2
Qualitative versus Quantitative Research
  • Purpose
  • Exploratory versus descriptive and conclusive
  • Small versus large samples
  • Broad range of questioning versus structured
    questions
  • Subjective interpretation versus statistical
    analysis

3
Defining Problem Results in Clear Cut Research
Objectives
Symptom Detection
Exploratory Research (Optional)
4
Exploratory Research
  • Initial research conducted to clarify and define
    the nature of a problem
  • Does not provide conclusive evidence
  • Subsequent research expected

5
What is Exploratory Research?
QUANTITATIVE DATA
QUALITATIVE DATA
6
Why Conduct Exploratory Research?
Diagnose a situation Screening of
alternatives Discover new ideas
7
Concept Testing
  • Exploratory research procedure that tests some
    sort of stimulus as a proxy for an idea about a
    new, revised, or repositioned product

8
Categories of Exploratory Research
  • Experience surveys
  • Secondary data analysis
  • Case studies
  • Pilot studies

9
Experience Surveys
  • Ask knowledgeable individuals about a particular
    research problem - most are quite willing

10
If you wish to know the road up the mountain,
you must ask the man who goes back and forth on
it. -- Zenrinkusi
11
Secondary Data Analysis
  • Data collected for a purpose other than the
    project at hand
  • Economical
  • Quick source for background information

12
Case Study Method
  • Intensely investigates one or a few situations
    similar to the problem
  • Investigate in depth
  • Careful study
  • May require cooperation

13
Pilot Study
  • A collective term
  • Any small scale exploratory study that uses
    sampling
  • But does not apply rigorous standards

14
Pilot Studies
  • Focus Group Interviews
  • Projective Techniques
  • In-Depth Interviews

15
Projective Techniques
  • Word association tests
  • Sentence completion method
  • Third-person technique
  • Role playing
  • T.A.T.
  • Picture frustration version of T.A.T.

16
A man is least himself when he talks in his own
person when given a mask he will tell the
truth. --Oscar Wilde
17
Word Association
  • Subject is presented with a list of words
  • Asked to respond with first word that comes to
    mind

18
Word Association Examples
  • GREEN
  • Money
  • Lawn
  • Eggs and Ham

19
Word Association Examples
  • CHEESE
  • Kraft
  • Cheddar
  • Goat

20
Sentence Completion People who drink beer are
______________________ A man who drinks light
beer is ___________________ Imported beer is
most liked by ___________________ A woman will
drink beer when____________________
21
Thematic Apperception Test T.A.T.
22
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23
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24
Focus Group Interviews
  • Unstructured
  • Free flowing
  • Group interview
  • Start with broad topic and focus in on specific
    issues

25
Group Composition
  • 6 to 10 people
  • Relatively homogeneous
  • Similar lifestyles and experiences

26
Outline for a Focus Group
  • Establish a rapport
  • Begin with broad topic
  • Focus in on specific topic
  • Generate discussion and interaction

27
The Moderator
  • Develops rapport - helps people relax
  • Interacts
  • Listens to what people have to say
  • Everyone gets a chance to speak

28
The Focus Group Moderator
  • Maintains loose control and focuses discussion
  • Stimulates spontaneous responses

29
Advantages of Online Focus Groups
  • Fast
  • Inexpensive
  • Bring together many participants from wide-spread
    geographical areas
  • Respondent anonymity
  • Transcript automatically recorded

30
Disadvantages of Online Focus Groups
  • Less group interaction
  • Absence of tactile stimulation
  • Absence of facial expression and body language
  • Moderators job is different

31
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