Marketing Research Techniques

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An insight into qualitative research techniques

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  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • Completion Sentence Completion : Complete sentences, stories or conversations i.e. “People who shop at Zara are………” Brand mapping : Respondents group competing brands into categories based on certain dimensions such as quality, value for money, product range etc. i.e. competing mobile phone brands, Nokia, Orange, O2 etc. Good for understanding brand positioning   Association Word association: i.e. What is the first thing you think of when I say breakfast? Pictures and words: Respondent matching pictures and words Brand personalities: i.e. If a Mercedes was a person, what sort of person would he or she be?   Construction Thematic Apperception Test : Picture or series of pictures that respondent reacts to Cartoon tests/thought bubbles   03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 03/18/10 17:58 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • Marketing Research Techniques

    1. 1. Karthik Jeganathan PGDAM 2010 [email_address]
    2. 2. <ul><li>Recap </li></ul><ul><li>Data Collection </li></ul><ul><ul><li>Quantitative vs. Qualitative Research </li></ul></ul><ul><ul><li>Quantitative Research Techniques </li></ul></ul><ul><li>Qualitative Research </li></ul><ul><ul><li>Qualitative Research Techniques </li></ul></ul><ul><ul><li>Frequent Areas of Research </li></ul></ul><ul><ul><li>In Depth Interviews </li></ul></ul><ul><ul><li>Focus Groups </li></ul></ul><ul><li>Projective Techniques </li></ul><ul><li>Analysis of Qualitative Data </li></ul>
    3. 3. <ul><li>Problem definition </li></ul><ul><li>Research approach & design </li></ul><ul><li>Data collection </li></ul><ul><li>Data processing </li></ul><ul><li>Analysis </li></ul>
    4. 4. <ul><li>Primary Data Collection: collected for the specific purpose of addressing the marketing research problem </li></ul><ul><ul><li>Quantitative Data </li></ul></ul><ul><ul><li>Qualitative Data </li></ul></ul><ul><ul><li>Mixed Method (Quantitative & Qualitative) </li></ul></ul><ul><li>Secondary Data Collection: data that has already been collected for other purposes </li></ul>
    5. 5. <ul><li>The choice depends on: </li></ul><ul><ul><li>Research objectives </li></ul></ul><ul><ul><li>Topics or issues under investigation </li></ul></ul><ul><ul><li>Ability to reach the sample </li></ul></ul><ul><ul><li>Time and budget available </li></ul></ul><ul><ul><li>Often needs to be revised due to practical reasons </li></ul></ul>
    6. 6. <ul><li>Qualitative Research is intensive </li></ul><ul><ul><li>the focus is on depth </li></ul></ul><ul><ul><li>the scope is narrow </li></ul></ul><ul><ul><li>Reliability may decrease </li></ul></ul><ul><li>Quantitative Research is extensive </li></ul><ul><ul><li>the focus is on breadth </li></ul></ul><ul><ul><li>the scope is wide </li></ul></ul>
    7. 7. <ul><li>Surveys (postal / f2f / online/telephone) </li></ul><ul><li>Observation (both qualitative & quantitative) </li></ul>
    8. 9. <ul><li>In-depth Interviews </li></ul><ul><li>Focus Groups </li></ul><ul><li>Diaries </li></ul>
    9. 10. <ul><li>Qualitative Research techniques are best suited to: </li></ul><ul><ul><li>Increase understanding </li></ul></ul><ul><ul><li>Expand knowledge </li></ul></ul><ul><ul><li>Clarify the real issues </li></ul></ul><ul><ul><li>Identify a range of behaviours </li></ul></ul><ul><ul><li>Explore/explain consumer motivations/attitudes/behaviour </li></ul></ul>
    10. 11. <ul><li>Basic market exploratory studies: </li></ul><ul><ul><li>To look for opportunities for NPD </li></ul></ul><ul><ul><li>When consumer markets change & current information is necessary to understand the changing attitude or behaviour </li></ul></ul><ul><ul><li>When new markets require descriptive information to aid marketing or advertising development programmes </li></ul></ul><ul><ul><li>When companies require information on a market which is new to them </li></ul></ul>
    11. 12. <ul><li>New Product Development: </li></ul><ul><ul><li>To understand a market or brand to discover any “gaps” </li></ul></ul><ul><ul><li>To obtain reactions to a large number of NPD product concepts/ideas to see which directions are worth following </li></ul></ul><ul><ul><li>To understand strengths/weaknesses of a new product to guide improvements </li></ul></ul><ul><ul><li>To aid in the development of a total NPD proposition. I.e. product, packaging, positioning and advertising </li></ul></ul>
    12. 13. <ul><li>Creative Development Research: </li></ul><ul><ul><li>What should the advertising be saying to consumers? </li></ul></ul><ul><ul><li>How should the strategy be conveyed to consumers? i.e. which creative ideas best succeed in the strategy’s objectives? </li></ul></ul><ul><ul><li>Pre-testing the chosen execution to check communication against the advertising objectives </li></ul></ul>
    13. 14. <ul><li>Tactical Qualitative Studies: </li></ul><ul><ul><li>Pack design alternatives </li></ul></ul><ul><ul><li>Press advertising – alternative headlines or copy lines </li></ul></ul><ul><ul><li>Casting – which model best represents the values of the brand </li></ul></ul><ul><ul><li>Product formulation – which particular recipe is most acceptable </li></ul></ul><ul><ul><li>Positioning alternatives </li></ul></ul><ul><ul><li>Package dispensing alternatives – which is most acceptable by consumers </li></ul></ul><ul><ul><li>Executional options – do consumers notice changes in pack design, logo, voice-over etc. </li></ul></ul>
    14. 15. <ul><li>Mini-depth interview </li></ul><ul><li>Semi-structured interview </li></ul><ul><li>Paired interview </li></ul><ul><li>Triangular interview </li></ul><ul><li>Tele-depth interview </li></ul><ul><li>Accompanied shopping </li></ul>
    15. 16. <ul><li>When the situation under discussion holds the potential to be embarrassing to be stressful or confidential </li></ul><ul><li>Where a detailed analysis of a complex situation needs to be undertaken </li></ul><ul><li>Where peer pressure may cause some respondents to act atypically (lie to avoid disgrace) </li></ul><ul><li>Where the interviewer needs to gain a progressive set of images of a decision process </li></ul><ul><li>In novel, complex situations where the prime intention is to explore rather than measure </li></ul>
    16. 17. <ul><li>Intellectual ability/common sense </li></ul><ul><li>Imagination/logic </li></ul><ul><li>Conceptual ability/an eye for detail </li></ul><ul><li>Detachedness/involvement </li></ul><ul><li>“ neutral” self-projection/”instant” empathy </li></ul><ul><li>Non-stereotypical thinking/capacity to spot the typical </li></ul><ul><li>Expertise with words/good listener </li></ul><ul><li>Literary flair/ability to summarise concisely </li></ul><ul><li>Analytical thinking/tolerance of disorder </li></ul>
    17. 18. <ul><li>From general to specific </li></ul><ul><li>In a logical manner </li></ul><ul><li>Start by encouraging interviewee to talk descriptively </li></ul><ul><li>Then ask opinions and feelings </li></ul><ul><li>Ask knowledge and skills questions in context once rapport and trust established </li></ul><ul><li>Concentrate on present and past activities </li></ul><ul><li>Keep background and demographic questions until end </li></ul>
    18. 19. <ul><li>Great depth & richness of data </li></ul><ul><li>Can ascribe directly responses to an individual </li></ul><ul><li>Ability to develop close rapport/trust which may encourage a freer flow of conversation and more valid data </li></ul><ul><li>Lack of overt peer pressure to conform to social norms etc. This allows for the expression of non-conformity without sanctions </li></ul>
    19. 20. <ul><li>Costly in terms of time/money and in terms of analysis </li></ul><ul><li>Needs skilled interviewers (hard to find) </li></ul><ul><li>Can only work with a small sample; therefore ability to generalise limited </li></ul><ul><li>Because of subjectivity, difficult to compare results of one interviewer with those of others </li></ul>
    20. 21. <ul><li>Usually made up of between 8 and 12 people </li></ul><ul><li>Consider recruitment criteria </li></ul><ul><li>Usually last 1 to 1.5 hours </li></ul><ul><li>Location should be central/easily accessible </li></ul>
    21. 22. <ul><li>Providing background information on a product category </li></ul><ul><li>Gaining reactions to new product concepts in the absence of secondary data </li></ul><ul><li>Stimulating new ideas concerning older products </li></ul><ul><li>Generating ideas for new creative concepts </li></ul><ul><li>Helping to interpret previously obtained quantitative results </li></ul>
    22. 23. <ul><li>In intimate or personal situations </li></ul><ul><li>When there are strong social norms which pressure people to conform </li></ul><ul><li>Where a detailed life history is important </li></ul><ul><li>Where the group is likely to be too heterogeneous with respect to the characteristic of interest </li></ul><ul><li>Where it is difficult to recruit the sample </li></ul>
    23. 24. <ul><li>The Introduction Phase </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Nature of the focus group </li></ul></ul><ul><ul><li>General agenda of topics </li></ul></ul><ul><ul><li>Prompts for participants </li></ul></ul><ul><li>The Discursive Phase </li></ul><ul><ul><li>General topic areas </li></ul></ul><ul><ul><li>Prompts and stimulus material </li></ul></ul><ul><li>Summarizing Phase </li></ul><ul><ul><li>Prompts </li></ul></ul><ul><ul><li>Thanks </li></ul></ul>
    24. 25. <ul><li>Questions tend to be open ended and non-directive </li></ul><ul><li>Allow respondents to use own language </li></ul><ul><li>Note not just what is being said BUT also how it is being said </li></ul><ul><li>Remember to probe at all occasions </li></ul><ul><li>Can consider using projective techniques </li></ul>
    25. 26. <ul><li>Cost and speed </li></ul><ul><li>The social dimension </li></ul><ul><li>Observation </li></ul><ul><li>Simulation </li></ul><ul><li>Creative </li></ul><ul><li>Less threatening </li></ul><ul><li>Probing </li></ul>
    26. 27. <ul><li>Unrepresentativeness </li></ul><ul><li>Embarrassment </li></ul><ul><li>Reactions to other respondents </li></ul><ul><li>Reactions to the moderator </li></ul>
    27. 29. <ul><li>“ Attempts to get beyond the rational response to the private and non-communicable ideas” (Cooper and Braithwaite, 1977) </li></ul><ul><li>Explore/generate hypotheses </li></ul><ul><li>Uncover feelings, motivations attitudes etc </li></ul><ul><li>Gains access to respondents’ answers denied by more direct investigative methods </li></ul>
    28. 30. <ul><li>Completion </li></ul><ul><ul><li>Sentence Completion </li></ul></ul><ul><ul><li>Brand Mapping </li></ul></ul><ul><li>Association </li></ul><ul><ul><li>Word Association </li></ul></ul><ul><ul><li>Pictures & Words </li></ul></ul><ul><ul><li>Brand Personalities </li></ul></ul><ul><li>Construction </li></ul><ul><ul><li>Thematic Tests </li></ul></ul><ul><ul><li>Cartoon Tests </li></ul></ul>
    29. 31. <ul><li>Useful in exploratory research when need ideas and hypotheses </li></ul><ul><li>Gain access to inaccessible information </li></ul><ul><li>Can be used to “break the ice” with a group at the start of a qualitative research project </li></ul>
    30. 32. <ul><li>Expensive – need highly skilled research staff </li></ul><ul><li>Restricted to small sample sizes because of cost </li></ul><ul><li>Time consuming </li></ul><ul><li>Non-response </li></ul><ul><li>High possibility of measurement error </li></ul>
    31. 34. <ul><li>2 Components </li></ul><ul><li>Organisation of the data </li></ul><ul><ul><li>Tabular method: equal treatment of transcripts, inflexible, laborious </li></ul></ul><ul><ul><li>Cut and paste method </li></ul></ul><ul><ul><li>Spider-type diagrams/Mind mapping </li></ul></ul><ul><ul><li>Annotation method </li></ul></ul><ul><ul><li>Computerised programmes </li></ul></ul><ul><li>Interpretation of the data </li></ul>
    32. 35. <ul><li>Tabular Analysis: Matrix detailing respondent characteristics and key issues </li></ul>Users Non-users Attitude towards quality “ The quality is fine” Good quality” “ Reliable” “ Adequate – not impressive” “ Not confident” Attitude towards price “ Good value for money” Cheaper than competition” “ Cheap” “ Cheaper, but that reflects quality” Attitude towards typical users Sensible not flash” “ Downmarket”
    33. 36. <ul><li>Cut and paste – cut and paste from original transcript into relevant tables </li></ul><ul><li>Spider diagrams/Mind mapping </li></ul><ul><li>Annotation method – annotate transcript with codes/comments to categorise </li></ul><ul><li>Computerised programmes </li></ul><ul><ul><li>Content analysis software </li></ul></ul><ul><ul><li>Text analysis/theory building software i.e. QSR, NUD*IST </li></ul></ul>

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