当代市场调研 （原第12版）指导手册 Instructor Manual ch07 定性调研

McDaniel&Gates–MarketingResearch,12thEdition Instructor’sManual

Copyright©2021JohnWiley&Sons,Inc. 7-

CHAPTER7

QualitativeResearch

LEARNINGOBJECTIVES

1.Definequalitativeresearchandunderstanditsuse.

2.Learnaboutfocusgroups,howtoconductthem,andtheiradvantagesanddisadvantages.

3.Compareotherformsofqualitativeresearchwithfocusgroups.

4.Appreciatethefutureofqualitativeresearch.

KEYTERMS

Analogy

Cartoontest

DelphiMethod

Discussionguide

Focusgroup

Focusgroupfacility

Focusgroupmoderator

Groupdynamics

Hermeneuticresearch

Individualdepthinterviews

Instantanalysis

Projectivetest

Qualitativeresearch

Quantitativeresearch

Sentenceandstorycompletiontest

Storytelling

Third-persontechnique

Wordassociationtest

CHAPTERSUMMARY

Thischapterdiscussesthequalitativetypeofmarketingresearch.Qualitativeresearchdescribesresearchthatisnotsubjecttoquantificationortoquantitativeanalysis.Therehasbeenmuchcontroversyoverthechoicebetweenqualitativeandquantitativeresearch.Qualitativeresearchhasbecomepopularrecentlybecauseofitslowcost,abilitytounderstandin-depthfeelings,andabilitytoimprovetheefficiencyofquantitativeresearch.Itislimitedbyitsinabilitytodistinguishsmalldifferencesindata,byitsunrepresentativestate,andbyagrowingnumberofunqualifiedpeoplewhoclaimtobeexpertsinthefield.

Focusgroupsarethemostpopularformofqualitativeresearch.Toconductafocusgroup,onemustfollowfivesteps.1)Prepareforthegroupbyselectingafamilyandrecruitingparticipants;2)Selectamoderatorandcreateadiscussionguide;3)Conductthefocusgroup;4)Preparethefocusgroupreport.Therearebothadvantagesanddisadvantageinfocusgroups.Somecommonformsofprojectivetechniquesarewordassociationtests,analogies,personificationsentenceandstorycompletiontests,cartoontests,photosorts,consumerdrawings,storytelling,andthird-persontechniques.

QUESTIONSFORREVIEWANDCRITICALTHINKING

Whatarethemajordifferencesbetweenquantitativeandqualitativeresearch?

Qualitativeresearchisperformedusingsmallsamples.Itsfindingsarenotsubjecttoquantificationorquantitativeanalysis,butaresubjectivelyevaluated.Thequestionsusedareprobingandrequiremuchinformationfromtherespondent.Quantitativeresearchisperformedusinglargesamplesizes.Itsfindingsareanalyzedusingstatisticalmethods.Fewerspecialskillsarerequiredtoadministerquantitativeresearch,andrespondentsareaskedquestionsthatprobeonalimitedbasis.

Whataresomeofthepossibledisadvantagesofusingfocusgroups?

Theimmediacyandapparentunderstandabilityoffocusgroupsmaybemisleading.Theymaybecomposedofasmallsamplethatisnotrepresentativeofthepopulationofinterest.Thetypeofpersonrecruitedmaynotbeatypicalcustomer.Thesettingmaymakeparticipantsuncomfortable,orthestyleofthemoderatormaybiasthediscussion.Someparticipantsmaytrytodominatethediscussions,whichwouldleadtoresultsthatwerenotrepresentativeoftheentiregroup.

Createastorycompletiontestforbuyingclothesonline.

Therearescoresofwebsitesthatallowuserstobuyclothesonline.Someofthesesiteshavepaidshipping,somehavefreeshipping,whileothersrequireasubscription,likeAmazonPrime,inordertoreceivefreeshipping.Iwanttohireatrustworthyindividualtobeacashierinmysmallbusiness.OneofthecandidatesusesasitethatrequiresyoutopayforshippingeachtimeandanotherusesAmazonPrime.Whatyouthinkthisdifferencetellsusaboutthetrustworthinessofthesetwoindividuals?

Studentstoriesmaybeverydifferentfromthisone.Thepointistheyunderstandtheconcept,notthattheycomeupwithasimilarstory.

Whatcantheclientdotogetmoreoutoffocusgroups?

Theclientshouldbetotallyfamiliarwiththediscussionguidebeforethegroupsbegin.Theclientmustthendecidehowtocommunicatewiththemoderatorduringthegroupsessioninordertogetanyadditionalquestionsansweredortoclarifyacomment.Theclientshouldalsowritedownthethreetofivemostimportantthingsheorshewouldliketolearnfromtheparticipants,thentheclientmustbedisciplinedtofocusonthebigpictureratherthanthecommentsoftheminorityduringthediscussion.Finally,theclientshouldwriteabriefsummarystatementwhichindicatestheimportantthingslearned,thethingsnotlearned,andsuggestionsforchangesinthediscussionguide.

Whatisthepurposeofaprojectivetest?Whatmajorfactorsshouldbeconsideredinusingaprojectivetechnique?

Thepurposeofprojectivetestistodelvebelowsurfaceresponsestoobtaintherespondent’struefeelings,meanings,ormotivations.Therationalebehindprojectivetestscomesfromtheknowledgethatpeopleareoftenreluctantorcan’trevealtheirdeepestfeelings.Feelingsandattitudescanemergefromprojectivetestsdesignedtopenetrateaperson’sdefensemechanisms.Beforeselectingprojectivetechniques,theresearchershouldconsidertheobjectivesofthestudy.Thesetechniquesarenotreallyappropriateforexploratoryorcausalstudies.Inmostcases,descriptiveresearchcanbeaccomplishedbycountingresponses.Itisonlyinthecaseofinvestigatingsensitivetopicsthatprojectivetechniquesarereallyuseful.

Dividetheclassintogroupsoffourandeight.Thegroupsoffourwillselectatopicbelow(oronesuggestedbyyourinstructor)andcreateadiscussionguide.Oneofthegroupsofeightwillthenserveasparticipantsinthefocusgroup.Thegroupsshouldlastatleast20minutesandbeobservedbytheremainderoftheclass.Suggestedtopics:

Newvideogames

Buyingaself-drivingcar

Studentexperiencesatthestudentunion

Thequalityofexistingfrozendinnersandsnacksandnewitemsthatwouldbedesiredbystudents.

Howstudentsspendtheirentertainmentdollarsandwhatadditionalentertainmentopportunitiestheywouldliketoseeoffered.

Thisquestionasksstudentstoconductafocusgroupinclassononeoftheabovetopics.Itisagoodexerciseinplanning,conducting,andevaluatingafocusgroup.Resultswillvary.

Takeaconsumerdrawingtest—drawatypicalPepsidrinkerandatypicalCokedrinker.WhatdotheimagessuggestaboutyourperceptionsofCokeandPepsidrinkers?

StudentresponseswillvarydependingupontheirpersonalperceptionsofthepeoplewhotypicallydrinkPepsiversusCoke.

Usethemetaphortechniquetotellastoryaboutgoingtothesupermarket.

Thisquestionasksthestudenttousewhatwaslearnedinthe“Story-telling”sectionofOtherQualitativeResearchMethodologies.

Createfivesentencecompletionandstorytestsaboutyouruniversity.

Studentresponseswillvarydependingupontheiruniversity.

WorkingtheNet

GotoYouTubeandwatchavideoonwhatmakesagoodfocusgroup.Reportyourfindingstotheclass.

YouTubehostsalargenumberofvideosonfocusgroups,includingnumerousmulti-partvideos.Asaresult,studentresponseswillvary.

GotoGoogleorothersearchengineandtype“bestpayforfocusgroups”.Whatdidyoulearn?Doesthisgiveyouanyconcernsaboutrespondentselection?

AGooglesearchforthephraseinquotationmarksfindsnoresults(asofMay

2020)butwithoutthequotationmarksitreturns1.8

millionwebsitessostudentresponseswillvary.

Gotoandthenclickimprov.Pickoneofthescenariosandhavetenmembersoftheclassjoinin.Conducttheexercise.Assumethat,uponcompletionoftheexercise,youaregoingtoconductafocusgroup.Whatimpactdoyoufeeltheimprovwouldhaveonthefocusgroup?

AsofMay2020,thewebsitepresentsthreedifferentscenarios.

REAL-LIFERESEARCH

Case7.1–ASoundApproachFortheSound

ThreeKeyQuestionsInvestigatedusingthepesticidesalesdata

Howdidthepercentsalesoforganicpesticideschangeduringthepilottestcomparedtothesameperiodoftimeayearearlier,andhowdiditcomparetothechangeinallpesticide(organicplussynthetic)overthesameperiod?

Whatpercentageoftotalpesticidessoldduringthestudyperiodwereorganicandhowdidthiscomparetoayearearlier.

Howdidtheorganicpesticidesinspecificproductcategorieschangeduringthetestingperiod?

Questions

Co