广告调查（第二版）英文 课件 乔尔•戴维斯 ch5 Collecting Qualitative Insights、ch6 Focus Groups

Slide5-1Chapter5:CollectingQualitativeInsightsAdvertisingResearch

JoelJ.Davis

Slide5-2QualitativeResearch:DefinedQualitativeadvertisingresearchentailstheintensiveinterviewingofasmallnumberofindividualstoacquiredetailed,in-depthinsightsintotheirattitudes,beliefs,motivations,andlifestyles.

Slide5-3QualitativeResearch:GoalQualitativeresearchseekstoprovideabetterunderstandingofwhypeopleactastheydoratherthannumericdescriptionsofwhatpeopledoandthink.

Slide5-4QualitativeResearch:UsesTomovebeyondinformationobtainedthroughdirect,structured,closed-endedquestionsToobtaininformationinareaswherelittleiscurrentlyknownTohearconsumersexpressideasintheirownwordsTocomplimentquantitativeresearch

Slide5-5QualitativeResearch:AdvantagesQualitativeresearch(versusquantitativeresearch)tendstobe:QuickerLesscostlyMoreflexible

Slide5-6QualitativeResearch:LimitationsQualitativeresearch(versusquantitativeresearch):AllowsonlylimitedgeneralizationDoesnotpermitnumericdescriptionsIsmoresubjectivewithregardto

Slide5-7Personalinterviews30to60minuteslongFree-flowing,yetstructuredconversationInterviewerflexibilityto:PursuetopicsindifferentwayswithdifferentrespondentsCreatenewquestionsProbeinterestingorunexpectedresponses

Slide5-8PersonalInterviews(continued)Appropriateforsituationsinwhichextensive,detailedprobingisrequiredEliminatespotentialforgrouppressuretoalterordiscouragehonestyinresponse

Slide5-9FocusandMinigroups90to120minuteslongFocusgroupsarelarger(8to12peopleversus3to6)

Slide5-10UsesofFocusGroupsandMinigroupsNewproductideagenerationProductpositioningProductperceptionsCreativeexplorationsIn-depthexplorationofconsumerattitudes,beliefsandbehaviors

Slide5-11FocusandMinigroupAdvantages

(VersusPersonalInterviews)InteractivediscussionMorestimulatingforrespondentsMorespontaneousQuickertoconductandanalyzeGenerallylowercost

Slide5-12FocusandMinigroupLimitations

(VersusPersonalInterviews)SinglerespondentmaydominatediscussionPotentialformoderator-introducedbiasGrouppressurescandistortopinionsDataandinsightsrepresentgroup,notindividual,data

Slide5-13TypesofDirectQuestionsSpecificationStructuralGrandtourIdealizationHypotheticalInteractionThird-Person

Slide5-14SpecificationQuestionsAnexplicitrequestforrationaloremotionalinformationMostusefulforprovidingback-groundinformationorforlayingfoundationformoreextensivediscussionNormallyask“how”or“what”–not“why”

Slide5-15SpecificationQuestions:Examples“Whatarethenamesofallthebrandsofsodathatyouhaveconsumedwithinthepastweek?”“Howdidyoufeelwhenyoudiscoveredthechipshadnofatbut880mg.ofsodiumperserving?”

Slide5-16SpecificationQuestionsAskthis:Whataresomereasonsforyourswitchtoyournewbrandoftoothpaste?”Notthis:Whydidyouswitchbrandsoftoothpaste?

Slide5-17StructuralQuestionsUsedtoidentifytherangeoffeelingsand/orknowledgewithinaspecificareaThesearethestartingpointfortheenumerationofalonglistofthoughtsorfeelings

Slide5-18StructuralQuestions:Examples"Whatarethedifferentwaysthatyouandyourfriendstalkaboutsocialnetworkingsites?”"Whatarethedifferentcriteriayouusetoevaluatedifferentsearchengines?"

Slide5-19GrandTourQuestionsAskrespondenttoreconstructaroutine,procedure,activity,oreventthattookplaceataparticulartimeinhisorherlifeProvidesanunderstandingofbothwhatapersondid,aswellas

whytheymadecertaindecisions,andthefeelingsassociatedwiththosedecisions.

Slide5-20GrandTourQuestions:Example“Youmentionedthatyoupurchasedanewcellphonewithinthepastmonth.Canyoupleasedescribeformetheeventsthatleduptothepurchaseandselectionofyourparticularphone?Startatthepointwhenyoufirstdecidedyouneededanewphoneandtellmeyourthoughtsandactionsateachstepintheprocess.”

Slide5-21GrandTourQuestionsThingstokeepinmind:Don’trushKeepthefocusonthepastDon’tlosefocusontheprocess

Slide5-22IdealizationQuestionsAskarespondenttospeculateabout"theidealOncetheidealisdescribed,thenspecific,existinginstancesarediscussedwithinthecontextof(orcomparedto)theideal

Slide5-23IdealizationQuestions:Examples“Canyoupleasedescribetheidealdishwashingdetergent?”“Whatwouldbethecharacteristicsoftheidealcellphone?”

Slide5-24Hypothetical-InteractionQuestionsPresentaplausiblesituationandasktherespondenttoverbalizehowheorshewouldrespondinthatsituationThesituationcandescribearespondent'sinteractionwithotherindividualsorproducts

Slide5-25Hypothetical-InteractionQuestions:Example

“ImaginethatthedirectorandcreatorofCalvinKleinjeansadvertisingweresittingacrossthetablefromyou.Describehowyouwouldfeelandwhatyouwouldbethinking.Whattypesofquestionsmightyouaskthesepeople?Whatwouldyouanticipatetheiranswerstoyourquestionsmightbe?”

Slide5-26Third-PersonQuestions

Usedtofollow-uponfromthepriorquestionswithnonthreateningchallengescouchedintheformofdetachedquestionsAsksforelaborationwithinthecontextofananonymous,absentperson

Slide5-27Third-personQuestions:Example

“Yousaidthatyouthinkunlimitedtextmessagingisthemostimportantfactorintheselectionofacellphoneplan.SeveralotherswhomI'vetalkedtosaythesamething.But,I’vealsoheardquiteafewindividualswhohavesaidthatcoverageandvoicequalityarethemostimportantconsiderations.Whatdoyouthinkaboutthispointofview?Dotheyhaveapoint?Whatwouldyousaytothesepeopletoconvincethemthatyourpointofviewisthemostvalid?”

Slide5-28ProjectiveTechniquesAreusedwhenverbal,directquestionsfailtogetbeneaththesurfaceorwhenrespondentsareunableorunwillingtoverbalizetheirthoughtsandfeelingsResponsesarenottakenatfacevaluebutareinterpretedintermsofunderlyingmeanings

Slide5-29ProjectiveTechniques:UsesAdvertisingresearchusesthreetypesofprojectivetechniques:TechniquesthatuseverbalstimuliandresponsesTechniquesthatrequiretheuseofimaginationorscenariosTechniquesthatusepicturesasstimuli.

Slide5-30TechniquesUsingVerbalStimuliWordassociationSentenceandstorycompletion

Slide5-31WordAssociationAsksanindividualtoquicklyrespondtothepresentationofwordsorphraseswiththefirstthingorthingsthatcometomind

Slide5-32WordAssociation:ExampleAnairlinemightaskintervieweestorespondtofourpotentialtaglines:"bestinthesky,""on-time,everytime,""yourfriendinthesky"and"theairlineofpamperedpassengers”Afteralltaglineshavebeenrespondedto,theinterviewercanthenreturntoandprobeeachresponse

Slide5-33SentenceCompletionRequiresarespondenttodrawonhisorherownattitudesandbeliefsinordertocompleteanincompletesentenceorstoryBecauseofemphasisonspeedofresponseinternaldefensesandself-editingtendstobegreatlyreduced

Slide5-34SentenceCompletion:Examples"ThetypeofpeoplewhoreallyliketospendlotsoftimeonMyspaceare...”“Mygreatestfearwhenusingacellphoneis….”

Slide5-35StoryCompletionAnexpandedversionofsentencecompletionBeginswithinterviewerreadingpartofastorytorespondent.Atsomepointthenarrativeendsandtherespondentisthenaskedtoprovidetheendofthestory.

Slide5-36TechniquesRequiringImagination

orScenariosPersonificationandanthropomorphismRole-playing

Slide5-37PersonificationandAnthropomorphism

Askindividualstotakealeapinimaginationinordertorelateabrandorcompanytoawell-knownperson,fictionalcharacterorevenananimalUsedtouncoversubtleimagecharacteristicsthatmightotherwiserequireunusualhighverbalfacilitytocommunicate

Slide5-38Role-PlayingRatherthandirectlyaskingapersonwhatheorshethinks,theprobeiscouchedintermsof"Whatwouldyourneighborthink?"or"Howdoyouthinktheaveragepersonwouldreact?"Workswellwhentheareaunderexplorationissensitiveorresponsesmayruncountertosocialorothernorms

Slide5-39PicturesasStimuliPictureprojectionPicturesorts

Slide5-40PictureProjectionUsevisualratherthanverbalstimuliRespondentisshownapictureandisthenaskedtoprovidethedialogue,thoughts,orfeelingsofotherindividualsinthedrawing

Slide5-41PictureProjection:Example

Slide5-42PictureProjection:Example

Slide5-43PictureProjection:Example

Slide5-44PictureSortsAskrespondentstosortpicturesofindividualsbasedonthebrandstheythinkthepicturedindividualsaremostlikelytouseRequiresawiderangeofpicturedindividuals

Slide5-45ProcessTechniquesRepertorygridLadderingMoodboardsAdcreation

Slide5-46RepertoryGridHelpsmarketersandadvertisersidentifytheattributesandbenefitsconsumersusetodifferentiatebetweencompetitivebrandsandproducts.Discussedintermsof“constructs”whichtendtodivideagroupofobjectsintotwomutuallyexclusivegroups.

Slide5-47RepertoryGrid:

SampleSearchEngineConstructsClutteredresults---unclutteredresultsUsefulsearchresults-wastedsearchresultsQuick---slow

Slide5-48LadderingTypicallyfollowsrepertorygridMakesexplicitmeaningsandvaluesconsumersassigntodimensions

Slide5-49Laddering:MovingUptheLadder

Slide5-50Laddering:MovingDowntheLadder

Slide5-51MoodBoard

Slide5-52AdCreationVariationofmoodboardsHelpsanadvertiserbetterunderstandconsumers’attitudestowardcategoryadvertisingandtherelativeimportanceofdifferentproductbenefits

Slide5-53QualitativeInterview:GeneralGuidelinesKeepquestionsshortandpreciseAskonlyonequestionatatimeAvoidquestionsinwhichtheansweriseithergivenorimpliedAvoid“why”questionsUseopen-versusclosed-endedquestions

Slide5-54ActiveListeningandProbesProbesandfollow-upquestionsprovidetheopportunityfor:DeeperexplorationofresponsesTheclarificationofissuesFor"pushing"respondent'stoprovidedeeper,moremeaningfulresponses

Slide5-55GuidelinesforProbesFollowupusingtherespondent'sownwordsAskfollow-upquestionstoresolveambiguityandtoincreaseclarityHaveareasonforaskingDon’tinterrupt

Slide5-56GuidelinesforProbes(continued)AdddepthbyaskingforconcretedetailsUse,simpleanddirectlanguageProbeaffectiveaswellascognitiveresponses

Slide5-57AdditionalThingstoRememberBecertaintosettherightenvironmentBecertaintoestablishrapport

Slide5-58Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide6-59AdvertisingResearch

JoelJ.DavisChapter6:FocusGroups

Slide6-60FocusGroups:DefinedAgroupofeighttotwelveindividualswho:takepartincarefullyplannedseriesofdiscussions,whichisheldinapermissive,non-threateningenvironment,andisledbyatrainedmoderator,wherediscussionsaredesignedtouncoverattitudesandperceptions,tobetterenabledecision-makerstomakemorefullyinformedandmoresuccessfuldecisions.

Slide6-61FocusGroups:UsesExploringalternativeadvertisingstrategiesExploringreactionstoalternativemessagesandapproachesExploringreactionstocurrentadvertisingIdentifyingnewbenefitsIdentifyingnewwaystocommunicatebenefitsDevelopingandrefininghypothesesExploringreactionstopotentialnewproducts

Slide6-62FocusGroupsandCreativeEvaluationFocusgroupsworkwelltoidentifystrengthsandweaknessesofpotentialexecutionsDonotworkwelltomake“go-no”decisionswithregardtoexecutionevaluation

Slide6-63FocusGroupPlanning:

ModeratorSelectionInterestedinthethoughtsandfeelingsofothersAbletoclearlyexpressownfeelingsExcellentconversationalistActivelistenerAbletoseefromothers’perspective

Slide6-64FocusGroupPlanning:

ModeratorSelection(continued)Inquisitiveabout“whatmakespeopletick”FlexibleInnovative

Slide6-65FocusGroupPlanning:

ModeratorBriefingOnceselected,moderatorisbriefedResearchproblemResearchgoalsInformationalneedsTimingStudyparametersManipulatives

Slide6-66FocusGroupPlanning:

DiscussionGuideTypicallydraftedbyfocusgroupmoderatorPresentsquestionsandtopicareasWhenbriefingothersonthediscussionguide,moderatorshouldexplain…RationaleunderlyingorganizationQuestionwordingandsequenceRoleofguideas“roadmap”fordiscussion

Slide6-67FocusGroupPlanning:

GroupCharacteristicsCompatibilityisthekeyDoesnotmeanallgroupmembershavetobeidenticalDoesmeanallgroupmembersarecomfortablewitheachother

Slide6-68FocusGroupPlanning:

NumberofGroupsGenerallyrecommendedtoconductatleasttwogroupsperlocationNumberofdifferentlocationsreflectsextenttowhichitisbelievedthatdifferencesingeographywillcausedifferencesinkeyattitudesorbehaviors

Slide6-69FocusGroupPlanning:

SelectFacility

Slide6-70FocusGroupPlanning:

SelectFacility

Slide6-71FocusGroupPlanning:

ScheduleandRecruitMostfocusgroupfacilitiesalsorecruitScreenerisusedtoidentifyrespondentsofinterestIncentiveisusedtopayrespondentsRespondentsarere-screenedjustpriortostartofgroups

Slide6-72FocusGroupPlanning:

ConducttheGroupsPrefatoryremarksIntroducethemoderatorExplainfocusgroupsettingExplainmoderator’sroleSpecifytopicfordiscussionRulesforparticipantsMonitoringReporting

Slide6-73FocusGroupPlanning:

ConducttheGroupsIntroductionsandpersonalinformationProvidesopportunityforeveryonetotalkHelpstoestablishgrouprapportBeginstofocusrespondentsontopicofinterest

Slide6-74FocusGroupPlanning:

Co