Report 2Client name ConverseName Le .docx

Report 2
Client name: Converse
Name: Le Mao
Course info: ADV342 793
Date: August 4, 2019
Research Approach
The report on the issues pertaining to Converse Inc (Converse)
advertising efforts involves various groups whose feedback
would be incorporated to attain a credible common information
about those issues. Hence, focus group was the most appropriate
methodological approach since this method requires a moderator
who will lead many groups and collect the feedback from the
respondents in those respective groups. Two reasons justifies
the appropriateness of the focus group as the methodological
approach for this research (Balnaves & Caputi, 2001). Firstly,
the study aims at exploring the reactions of the respondents to
Converse’s products. The company offers products such as
sneakers, shirts, t-shirts, jackets and vests, pants and tights,
hoodies and pullovers, shorts, socks, sports bras, crops and
capris, and others.
Therefore, the consumers would have different perspectives for

those products and the research strive to understand their
opinions for improvement since the company seeks to improve
the quality of products and services that it offers. Secondly, the
research about converse aims to gain collective responses that
can build off one another and this goal is attained through the
use of focus groups (Converse unveils Converse Chuck Talyor
All Star Missoni collection, 2014). Developing various groups
in various regions such as Ontario, California, from which
Converse ships products for two of NIKE's affiliate brands,
Converse and Hurley and later incorporating all the responses
from various groups would help in having collective responses.
Using Focus groups as a methodological approach involves
following a given procedure as follows (Karkee, 2017): Firstly,
the research question is identified and in the case of Converse,
the question was on whether the company should spend time
designing more shoes apart from Chuck and All-star models to
increase for the consumers to have a wide range of products in
the market or not. Secondly, the moderator guide will be created
to guide the interviewer on the aspects that they will ask
respondents in various groups concerning the research question.
In this case, that guide would comprise of various questions
(see appendix).
Once the moderator have been selected, the participants for this
research would then be identified. The five participants that
would be identified for this study would all be based on
Ontario, California since Converse targets this place among its
4 p’s. The preliminary analysis identified college students
around this place as the key consumers of Converse’s products
and that women spend more than their men counterparts on
shoes. Hence, the research will involve two groups with 3
members each but specifically for male and female but with the
same moderator. All the participants will be the college students
since this population will reflect the entire community’s
perspective on the company’s products and services. The
Chucks brand has been used to two age groups ranging 13-19
years of age and also the Entry-level professionals between the

ages 20-35. Hence, the focus groups will involve the
participants within this age brackets.
Results
Description of the participants
Most college students care about their dressing, they are willing
to spend money on shoes, and they follow fashion and like fresh
design. The Chucks brand has been used to two age groups
ranging 13-19 years of age and also the Entry-level
professionals between the ages 20-35. (Hitesh, 2019). The age
of college students is among 18-21 and above.
Hence, the participants’ features can be described based on their
ages and other demographic features. The age of the six
respondents for the data are as follows: 19 years, two students
with 20 years each and 3 students with 21 years each. The age
bracket for these participants is considered to be significant for
research considering that they represent the entirety of the
target consumers in the region. Among the participants, 4
female and 2 male will be interviewed to offer their insights
about the brand offered by Converse. The religion of
participants would not be accounted for since they have an
insignificant impact on the types of shoes that consumer prefer.
Other aspect considered as a means of assessing the participants
was the geographic information and behavioral aspects of the
college students who took the major segment of the respondents
involved in research. The participants came from international
regions since Massachusetts-based Converse sells its footwear
and other items globally through retailers in more than 160
countries and through about 85 company-owned retail stores
nationwide and half a dozen international retail stores.
However, majority of the participants were based on Ontario,
California, from which Converse ships products for two of
NIKE's affiliate brands including Converse and Hurley. Despite
not involving the participants from the US, the UK, and China,
it was believed that the chosen respondents’ perspectives would
represent the entirety of Converse’s target market. Other aspects

Description of measures
The questions asked for this research were meant to provide an
overall view of the market concerning the Converse shoes and
other services. Before deciding the types of questions to be used
for the study, a sampling technique was used upon determining
the kind of target customers and the concentration of the
potential participants (Vandenberg, 2009). The fact that
Converse Company believe that everyone has an opportunity to
give their opinions concerning the types of shoes and
preferences rendered random sampling significant since
everyone in the students’ population had equal chances of being
selected to respond to the interview questions or to join any
focus group. After selecting the participants randomly, then the
research method was selected after considering their credibility
and reliability for the research conducted that was to be
conducted.
All questions designed under the moderator guide (see
appendix) were presented using quantitative approach
considering the nature of responses expected from the
respondents. Also, every research question was linked to the
research question which pertained to whether Converse should
take time to design more shoes to increase the product’s range
in the market and to enable customers to make choose a given
variety based on their preference. Hence, quantitative questions
are important to the decision weather Converse should spend or
time on Designing more styles of shoes, do the survey in
campus or online to learn about today’s college female
interests.
One of the key findings gained from this research is that
Converse should take time to design more shoe types not only to
increase the customer’s appeal but also to increase the product
range in the market. The new collection features Missoni's
iconic patterns printed on the signature Chuck Taylor All Star
and Chuck Taylor All Star Fancy sneakers. The new fall 2014
Converse Chuck Taylor All Star Missoni collection launches

exclusively at Nordstrom on Aug, 4 and includes a style
exclusive to Nordstrom (Converse Inc, 2018). However, despite
the presence of the shoe types produced by this company, there
is still a need to come up with a diverse types that will suit
various occasions such as sporting and formal events and others
that suits the dynamic customer preferences.
The current exclusive to Nordstrom, the Converse Chuck Taylor
All Star Missoni low-top features the classic zig zag print and is
available in both men and women sizes. One respondent stated
that, “we have a wide range of colors for the shoes from
Converse but I believe even the odd colors need to be present
with a reasonable prices considering that majority of us are
students who hardly depend on our finances to purchase those
products.” The currently available Colors include Lucky
Stone/Egret with the suggested retail Price: $85 US Available in
unisex sizing, three iconic Missoni prints are featured on the
Converse Chuck Taylor All Star high-tops and low-top in
Black/Egret, Auburn/Egret and Mediterranean/Egret with the
suggested Retail Price: $85 - $100 USD.
Concerning gender, the responses from the female confirmed
that the available exclusively for women, the Converse Chuck
Taylor All Star Fancy serves as the perfect blank canvas for two
of Missoni's distinct patterns. These styles feature a more
feminine silhouette that still maintains the classic Chuck Taylor
look in available colors Hollyhock/Auburn and Black/Egret.
Suggested Retail Price: $95 - $100 USD. (“Converse unveils
Converse Chuck Talyor All Star Missoni collection,” 2014)
College students’ budget is perfect with the price of the shoes
Converse selling. Most college students care about their
dressing, they are willing to spend money on shoes, and they
follow fashion and like fresh design.
Discussion
Footlocker-the company's largest customer, accounts for about a
fifth of sales. This case could be attributed to the fact that the
geographical location of the company is dominated by students

who like to own many type of shoes and match with the
dynamic preferences. Converse sells products to retailers
through local and regional distributors. The age of college
students is among 18-21 and above. That a large part of the
target of Converse.
The costs for man’s footwear 2019 in China are 170, 193, 5
CNY million, Russia are 195, 077, 7 RUB million, USA are
28,646 USD million. The costs for woman’s footwear in 2019
are 211, 575, 0 CNY million, Russia are 520, 759, 6 RUB
million, USA are 39, 026, 7 USD million. From the comparison
of men's and women's expenditure on shoes, it can be seen that
women's expenditure is higher, which is the main reason why I
choose women as the segmentation.
Also, the Chinese footwear market grew by 10.5% in 2017 to
reach a value of $62.2 billion. It is obviously that people will
not only be satisfied with one or two pairs of shoes, by the
increasing of per capita income, customers would like to spend
more on their shoe industry. Especially online shopping is the
most convince way to buy the products. Converse has to pay
efforts to create the enjoyable and easy way for people to
shopping online.
Reference
Balnaves, M., & Caputi, P. (2001). Introduction to Quantitative
Research Methods: An Investigative Approach. SAGE.Converse
Inc. (2018). Retrieved from:
https://advantage-marketline-
com.proxy1.cl.msu.edu/Product?ptype=Companies&pid=5C9459
CB-7774-4D48-82FD-
2D9B610E0E51Product?ptype=Companies&pid=5C9459CB-
7774-4D48-82FD-2D9B610E0E51
Converse unveils Converse Chuck Talyor All Star Missoni
collection. (2014). Retrieved from:

com.proxy1.cl.msu.edu/Product?ptype=Company+News&pid=E
A05598D-AFC2-40F4-967F-405C08C57F7D
Karkee, R. (2017). Chapter-06 Research Methods. Quantitative
Research Methods in Health Sciences, 27-47.
Vandenberg, R. J. (2009). Organizational Research
Methods. Organizational Research Methods, 13(1), 3-5.
Appendix 1
The moderator guide/interview questions to the focus groups

1. Do you have a pair of Converse shoes at home? Or would you
like to buy a pair of converse shoes?
2. Have you been wearing of the design of Converse shoes?
3. Will you expect to the new design of Converse shoes?
Advertising efforts of CONVERSE
Client name: Converse
Name: Le Mao
Course info: ADV342 793
Date: July 10,2019
Client information
Converse Inc (Converse), a subsidiary of NIKE Inc, is a retailer

of apparels and accessories. The company is headquartered in
Boston, Massachusetts, the US. Converse offers products such
as sneakers and clothes. It also provides bags, sunglasses, and
other fashion goods. The company offers various way to sell its
products. The company operates through its stores not only in
the US, but also in the other countries. People are able to go to
the retail store or its website to get the products. Further, the
company offers the shipping and delivery for every customer
who shops online. What’s more, Converse accepts returns and
exchange, and online ordering services. ("Converse Inc," 2018)
With its roots as a popular basketball shoe worn by
professionals, Converse has morphed under NIKE into a
fashionable footwear maker for those off the court too. It has
sold some 750 million pairs of its classic Chuck Taylor All Star
canvas basketball shoes, which appeal to consumers ranging
from kids to clothing designers. It also licenses its name to
sports apparel makers. Converse produces products under the
One Star, Chuck Taylor All Star, and Jack Purcell names. It
sells them through its own stores and through retailers the likes
of Target and even DSW. Converse operates as a separate unit
from NIKE's competing sports brands, reining in the kitsch
value of Converse's vintage Chuck Taylor brand. (2019). With a
capital investment of $250,000, Marquis Converse founded
Converse Rubber Co. in Marden, mass., in 1908 with 15
employees. Not long after Converse, “Converse All Star shoes”
were introduced in 1917, the company achieved a major
breakthrough. The shoes were chosen by young basketball star,
Chuck Taylor, as his favorite basketball sneaker. Taylor joined
converse's sales team in 1921 and in one of the earliest sports
endorsement cases peddled shoes at basketball clinics he held at
schools and colleges. Taylor's signature was added to the label
in 1923.
The 4 P’s of Converse would be the product, place, price and
the place. First of all, the product of Converse will be shoes,
“CONVERSE NEW STAR” shoes will be extended and will be

added even more designs in different styles. Secondly, Converse
sells its footwear and other items globally through retailers in
more than 160 countries and through about 85 company-owned
retail stores nationwide and half a dozen international retail
stores. The company maintains a facility in Ontario, California,
from which it ships products for two of NIKE's affiliate brands
-- Converse and Hurley. Its largest direct distribution markets
are the US, the UK, and China. Footlocker-the company's
largest customer, accounts for about a fifth of sales. Converse
sells products to retailers through local and regional
distributors. (About Converse, n.d.). With the development of
the internet, online shopping has become more and more
convenient. Third of all, the price of Converse’ shoes is
acceptable for college students, the lowest price of “ALL STAR
LOW TOP” is $50, other styles are among $55 to $90, except
limited production. Different from the high prices of Air Jordan,
the price of Converse’s cheapest shoes is around only 55
dollars. The lowest price of basketball shoes is around 90
dollars. Last but not least, the promotion of Converse is selling
the shoes as a culture - “Whether they’re on the feet of a ‘70’s
basketball star in a history book or on the street with you today,
Chucks have always signified cool...because you wear them. We
don’t know where you’ll go, but we know you’ll take Converse
to the future with you.” (01-810-5341. CONVERSE INC. n.d.).
SWOT analysis
Converse shoes are popular among teenagers and adults because
they are not only fashionable but also comfortable. Some of
these features include vulcanized soles, rounded tips and
wraparound strips. The all-star shoes are well known around the
world, the strengths of Converse are not only the price of it but
also the culture of this brand. Compare to some other brands,
Converse give the opportunity to those people who are not as
rich as others to wear its comfortable sneakers. There is no
boundary to gain joy and love between rich and poor. The
quality of Converse products are usually good due to its great

history. Converse has been making Chuck Taylor All Star and
One Star sneakers since it started over a century ago, and now it
works to make new street style classics, even sometimes with
more seasonal patterns. Since Converse has such a long history,
the fame, the skills and the techniques definitely deserve its
strength. What you wear defines sport, street, and creative
culture, and it has been redefining it with you all along. When
you wear Converse products, you create a culture of authentic
street style simply by being yourself. Here is the market share
of the Converse’ finance from 2010 to 2017. ("Historical
Financial," 2016).
Converse do advertising on Facebook, Instagram, online, such
as Facebook and Instagram, and offline. In addition, prices in
the economy sector range from $55 to $130 and are affordable
for all categories of customers. While the outstanding design of
Converse shoes will be one of the most strengths, Converse
stands out in color and modeling, and is very fashionable and
modern. Furthermore, the Converse Shoe is guaranteed comfort
by the customer. If the customer dislike it, he could just contact
the customer service and send the shoes back via mail and get
the refund.
One of the weakness of Converse shoes is that it is a subsidiary
of NIKE Inc, it limits the development and advertising. Talking
about NIKE, we might firstly think about Air Jordan or Nike
SB. They are more popular among people nowadays than
Converse. In this case, people are more likely to know about the
latest products from Nike’s other subsidiary. On the other hand,
consumers are only familiar with the “Chuck” and “All-star”
styles of Converse. The company have to expand more series to
attract customers attention.
The Chinese footwear market grew by 10.5% in 2017 to reach a
value of $62.2 billion. ("China-footwear," 2006) It is obvious
that people will not only be satisfied with one or two pairs of
shoes, by the increasing of per capita income, customers would
like to spend more on their shoe industry. Especially online

shopping is the most convenient way to buy the products.
Converse has to pay more efforts on its designs and
advertisements. It also needs to create a more enjoyable and
easier way for people to shop online.
Competitors such as Vans, Puma, and Adidas give tremendous
pressure for Converse as competitors. ("Converse Inc," 2018) In
addition, there are so many brands that are counterfeit sold at
lower price which has negative impacts on the sale of Converse.
Consumer insights
The new collection features Missoni's iconic patterns printed on
the signature Chuck Taylor All Star and Chuck Taylor All Star
Fancy sneakers. The Season Fall 2014 Converse Chuck Taylor
All Star Missoni collection launches exclusively at Nordstrom
(nordstrom.com) on Aug. 4 and includes a style exclusive to
Nordstrom. The rest of the collection will be available at
Converse retail stores and converse.com on Aug. 28. Available
exclusively to Nordstrom, the Converse Chuck Taylor All Star
Missoni low-top features the classic zig zag print and is
available in both men and women sizes. Available Colors
include Lucky Stone/Egret. Also, the prices of its products are
always reasonable and cheap. College students’ budget is
perfect with the price of the shoes Converse selling. Most
college students care about their fashion, they are willing to
spend money on shoes, they follow fashion and like fresh
design. The Chucks brand is popular among two age groups
ranging 13-19 years of age and also the Entry-level
professionals between the ages 20-35. (Hitesh, 2019). The age
of college students is among 18-21 and above, a large part of
the target of Converse. The cost for man’s footwear in China for
2019 are 170,193,5 CNY million, Russia are 195,077,7 RUB
million, USA are 28,646 USD million. The costs for woman’s
footwear in 2019 are 211,575,0 CNY million, Russia are
520,759,6 RUB million, USA are 39,026,7 USD million.
(American Psychological Association [APA], n.d.). From the
comparison of men's and women's expenditure on shoes, it can

be seen that women's expenditure is higher, which is the main
reason why I choose women as the segmentation.
Problem Definition
Although chucks and all-star shoes are classic, these two shoes
have always been the world of Converse, which means its
monotonous style is hard to compete with other brands in
nowadays society. In this case, Chucks and all-star shoe models
are very famous, and we can expand the product design to
promote the popularity of these two classic shoe models. But in
order to attract more consumers, we need to design more
appealing styles, rather than focusing on the two classic styles.
The most important thing is to create different kind of styles,
such as cute styles, rock style and so on. To learn about the
costumer’s’ opinions, more research questions are required to
take. I would like to start with the qualitative question first.
Observation of the female college students’ footwear in campus
is one of the ways to learn about the styles they like.
Quantitative questions are also important to the decision
weather Converse should spend or time on Designing more
styles of shoes, do the survey in campus or online to learn about
today’s college female interests.
1. If Converse only have its classical style without any
development in styles or improvement in designs in the future,
is it possible that Converse would lose their customers, in spite
of its low prices.
2. What’s the next trend of Converse would be in the market
since Converse introduced 2 Chucks signed jointly with Off
White? Is it a sign that Nike Co. starts to pay more attention on
Converse?

References
Converse Inc. (2018). Retrieved from
com.proxy1.cl.msu.edu/Product?ptype=Companies&pid=5C9459
CB-7774-4D48-82FD-
2D9B610E0E51Product?ptype=Companies&pid=5C9459CB-
7774-4D48-82FD-2D9B610E0E51
Recovering emotionally from disaster. Retrieved from
http://www.mergentintellect.com.proxy1.cl.msu.edu/index.php/s
earch/companyDetails/18105341/description
https://jobs.converse.com/about
earch/companyDetails/18105341
Historical Financial. (2016). Retrieved from
earch/companyFinancials/18105341
China-Footwear. (2018). Retrieved from
com.proxy1.cl.msu.edu/Product?ptype=Industries&pid=MLIP28
25-0005

Converse unveils Converse Chuck Taylor All Star Missoni
collection. (2014). Retrieved from https://advantage-marketline-
A05598D-AFC2-40F4-967F-405C08C57F7D
Converse Inc. (2018). Retrieved from
com.proxy1.cl.msu.edu/Product?pid=5C9459CB-7774-4D48-
82FD-2D9B610E0E51&view=CompetitorAnalysis
Converse unveils Converse Chuck Talyor All Star Missoni
collection. (2014). Retrieved from
A05598D-AFC2-40F4-967F-405C08C57F7D
Hitesh, B. (2019). Preventing bullying. Retrieved from
https://www.marketing91.com/marketing-strategy-of-converse/
http://www.portal.euromonitor.com.proxy1.cl.msu.edu/portal/St
atisticsEvolution/index
http://www.portal.euromonitor.com.proxy1.cl.msu.edu/portal/st
atisticsevolution/index
Account Planning & Research

Nikki McClaran
Week 2: Secondary Research & Segmentation
Agenda
2McClaran, ADV342, SM19
•Secondary research
•Segmentation/finding your target audience
•Final project work time
Secondary Research
• Searching and synthesizing of information that
already exists
•Differs from primary research
Markers of secondary research:
• You did not plan and conduct the research
• The info was not meant for your research needs
Primary and secondary sources
•Secondary research is comprised of primary
and secondary sources
•Primary: Originated information
• Secondary: Re-packages the information

•Always consult primary sources if possible
Why?
•Completeness/Accuracy
•Bias
•Quality
Techniques for guiding secondary research
•SWOT analysis
•The 4 P’s of Marketing
The 4 P’s
• Product: what is your client selling?
• Price: for how much is your client selling their
product? How does it compare?
• Place: where is your client selling their product?
• Promotion: how is your client selling their product?

The 4 P’s: In Class Exercise
• Client: Blue Owl Coffee in Lansing/East Lansing
• Determine the client’s 4 P’s
• Product
• Price
• Place
• Promotion
SWOT Analysis
A commonly used technique to help synthesize
secondary information in order to identify your
client’s strengths, weaknesses, opportunities,
and threats.
SWOT Analysis
•Strengths and Weaknesses = internal
•Opportunities and Threats= external
•Tip: Start with S/W and then move to O/T

SWOT Analysis
SWOT Analysis
• Strengths:
• Company’s finances
•Market share
• Advertising
•Weaknesses:
• Resources
• Consumer barriers
•Opportunities:
•Market trends
• New markets
• Threats:
• Competition
•Market trends
• Distribution channels
SWOT Analysis Example
•https://www.youtube.com/watch?v=mR9eICQJL
XA

https://www.youtube.com/watch?v=mR9eICQJLXA
Secondary Resources
•http://libguides.lib.msu.edu/advertising
http://libguides.lib.msu.edu/advertising
Company Profiles: Marketline
http://ezproxy.msu.edu/login?url=http://advantage.marketline.co
m/
•Provides company profiles and industry profiles
•SWOT analysis
•Company history
•Revenue Analysis
•Number of employees
•Major products & services
http://ezproxy.msu.edu/login?url=http://advantage.marketline.co
m/
Company Profiles: PrivCO
• https://www-privco-com.proxy1.cl.msu.edu/academic-access
•Must create an account with your MSU email
•Only for private companies
•Market deals
•Market investors

•Revenue over 5 years
https://www-privco-com.proxy1.cl.msu.edu/academic-access
Company Profiles: Mergent Int.
Http://libguides.lib.msu.edu/c.php?g=210557
•Company profiles
• Industry details
•Competitors
•Annual Reports
•Company Family Trees
http://libguides.lib.msu.edu/c.php?g=210557
Industry Profiles: Mintel
• http://academic.mintel.com.proxy2.cl.msu.edu/homepages/de
fault/
•Does not give company profiles, but industry
reports
•Demographic profiles
•Consumer spending and buying patterns
•Marketing and attitudes
http://academic.mintel.com.proxy2.cl.msu.edu/homepages/defau
lt/

Industry Profiles: Others
• IBIS World: http://libguides.lib.msu.edu/c.php?g=210017
• Ex: “coffee store franchises in the U.S.
• eMarketer:
http://ezproxy.msu.edu/login?url=https://totalaccess.emarketer.c
om/Ex
tranet.aspx?michiganstateuniversity
• Media usage and the industry; can be company specific
• Ex: mobile coupons for athletic stores
• Statista:
http://ezproxy.msu.edu:2047/login?url=http://www.statista.com
• Statistics for over 80,000 topics
• How much consumers spend on coffee per week
http://libguides.lib.msu.edu/c.php?g=210017
http://ezproxy.msu.edu/login?url=https://totalaccess.emarketer.c
om/Extranet.aspx?michiganstateuniversity
http://ezproxy.msu.edu:2047/login?url=http://www.statista.com
Advertising: RedBooks
https://www-redbooks-
com.proxy2.cl.msu.edu/dotCMS/subscriberDashboard;jsessionid
=99780493DEE51477
013381EDBF4E679D
• Provides advertising expenditures for companies
• Background/competitors
•Media Spend
• Example Creative Ads

• Social Media Profile
https://www-redbooks-
com.proxy2.cl.msu.edu/dotCMS/subscriberDashboard;jsessionid
=99780493DEE51477013381EDBF4E679D
Segmentation
•Process of breaking down population into smaller
groups
•Members have shared commonalities
•Typically you segment because commonality is
linked to your desired outcome
For example…
Why segment?
•https://www.youtube.com/watch?v=0FfA_fiDKWk
https://www.youtube.com/watch?v=0FfA_fiDKWk

What to segment on?
•A variable: any concept that varies
•Four broad categories
• Demographics
• Geographic
• Psychographics
• Behavioral
Demographic Variables
•Traditional
segmentation variable
•Easy to obtain
•May not be very
insightful
Geographic Variables
•Can give insight on
how people behavior
based on their location
•Easy to segment
•High variability

Psychographic Variables
•Based on individual’s
attitudes, values,
motivations, and lifestyle
•Very effective
•Costly to obtain
Behavioral Variables
•Most commonly used
•Specific to brand/client
•Most effective
•Very difficult to segment
Behavioral Variables
• Non-users: those who do not buy category product at all
• Drop-offs: used to buy, but stopped
• Price loyalists: look for the best value, are not loyal to a
brand
• Competitive loyalists: buy the category, but not currently
our brand
• Brand loyalists: loyal to OUR brand

Segmentation -> Target Audience
•Determining segments can then lead to profiles
of consumers, which become your target
audience
• Your target audience is who you want to see
your message
• Trying to target everyone will lead to
unsuccessful outcomes
Segmentation
•Your profile may include all, some, or only
one of the potential segment categories
•Demographic, geographic, psychographic,
and behavioral
Assignments

•Quiz #2 via D2L
•Project proposal via D2L (work on in class)
• Please respond to this thread with your project proposal,
specifically
answering the following questions:
• Who will be your client? Provide a brief description.
• Why is this client relevant to college students?
Nikki McClaran
Week 6: Other Methods & The Future
Notes:
2
McClaran, ADV342, SM19
Our REAL last face-to-face
Schedule:
Report 3 (Creative Brief) due before ”class” on Monday, the
12th
Final presentation due via discussion post on Tuesday, the 13th
Ask one question on a fellow student’s post by Thursday, the
15th
2

Today
3
We’re talking about the future of the field
3
But before we do that…
4
Let’s go over some methods we did not discuss in class yet.
Ethnography
Content analysis
Experiment
4
Ethnography
5
Form of human observational research – where you observe the
behavior of your client in the real world.
Roots in anthropology and sociology
Note: there is also automated or machine observational research
EX: tracking cookies, loyalty cards, etc.

5
Why use ethnographies?
6
1. Can be more insightful than description
watching a person shopping vs. having them tell you how they
shop
they may not be able to remember/realize they are doing certain
things
2. People may not be able to verbalize their attitudes
EX: studying children toys
6
7
3. Self-report may not accurately reflect their true behaviors
Overestimate technology use
Overestimate exercise
Overestimate your ability (sorry)
7

8
““deep insight into the contradictory nature of much of human
behavior: the focus is on what people really do versus what they
say they do”
- Ipsos MOR
8
Types of ethnographies
9
Ethnographies can be
Natural vs. Artificial
Open vs. Disguised
Active vs. Passive
Structured vs. Unstructured
9
Characteristics of ethnographies
10
Four main characteristics:
Researcher goes to the data
Studies the topic from the populations perspective
Considerable amount of time in the field
Variety of data collection techniques

10
Example in ADPR
11
Procter & Gamble wanted to better understand consumer
perceptions of Secret deodorant
Research objective:
In what way can Secret
deodorant be better
positioned to women
11
Example in ADPR
12
Method: Had women go shadow other women and observe their
daily habits - “walk in her shoes”
Insights: noticed deodorant was not just in bathroom, but in car,
gym bag, desk, etc. but stick is too bulky
12

Example in ADPR
13
Results:
7 million users engage on social media
217 million media impressions
7 beauty award wins
13
Content Analysis
14
Technique to analyzing communication artifacts,
such as
Text
Pictures
Audio
Video
This can be done either qualitatively or quantitatively
14
Content Analysis
15

Why conduct a content analysis?
To understand what messages are currently out there
To see what people are talking about
To understand the culture/time/context
15
Content Analysis
16
What might be worth studying in ADPR?
Previous advertisements
User comments
Social media posts
Etc.
16
Content Analysis
17
Important terms:
Coders
Inter-coder reliability
Unit of analysis
17

Example Content Analysis
18
18
Example Content Analysis
19
Findings:
Used much less than people assume
Contrary to beliefs, credibility is not most important
Product category
Authenticity
Similarity
19
Experiments
20
Determine cause-and-effect relationships
Important terms:
Independent variable (cause)
Dependent variable (cause)
Control

20
Types of experiments
21
Controlled (lab)
Field (quasi)
Natural
21
Why conduct experiments?
22
Demonstrate cause-and-effect
Help compare products
22
Example Experiment
23

23
The Future/Emerging Methods
24
24
Digital Analytics
25
The collection, measurements, analysis, visualization, and
interpretation of digital data illustrating user behavior on
websites, mobile sites, and mobile applications
25
Psychophysiological
26
This includes studies that measure things such as:
Eye-tracking
Cardiac activity
Skin conductance
Facial electromyography

26
Neuromarketing
27
27
28
28
Nikki McClaran
Week 5: Creative Briefs

Notes:
•Our last face-to-face week
•Next week:
• Upload final presentation by August 13
• No longer than 12 minutes
• Ask one question on one person’s presentation by August 15
• Be required to answer any questions given
• I will make sure to ask a question on your posts
Notes:
•Report 1 reminder
•Extra points granted
•Quiz 2, question 10
•Quiz 3: 100%
•Quiz 4: question 7
•Extra Credit
Final Presentations
•Introduction + client history (1-2 minutes)
•Research problem (1 minute)
•Research method (1-2 minutes)

•Research results (2 minutes)
•Creative strategy (2 minutes)
• Too much text
• Too much background info
• Reading off paper/slides
• Using data vs. visuals
Common Mistakes
•The ”blueprint” of your entire project
•Communicate
•What to say
•How to say it
Creative Briefs
“… include broad thoughts on how to reach the
target market as well as what message will best
motivate the target market”
- Pg. 172
Creative Briefs

Creative Briefs
•Art = Science?
•Science = Art?
•Executives
•Creative time
•Digital team
•Media team
•PR team
Creative Briefs
1. What is the problem?
• Marketing problem is not the same as a
consumer problem
• What does this mean?
Aspects of a Creative Briefs

2. Whom are we marketing to?
• Who is your target audience?
• Be vivid
• Go beyond demographics and into
psychographics
3. What do they currently think and do?
• This is where you can bring in some of the
research you conducted
• What have you found?
4. What do we want them to think and do?
• What are your intended outcomes?
• Sometimes thought of as the “big picture”

5. What is the idea that will get them to think
that way?
• Here’s your big idea!
• What’s your strategy?
• What is your key message?
6. What are the best ways to connect the
idea to the consumer?
• What channels?
• What messages?
7. What tone do we want?
6. How will we measure success?
• How will you show your employer that

your campaign worked?
7. What are the mandatories and key
milestones?
Your turn. Create a creative brief
KFC’s “Hot and Spicy” campaign in Hong Kong
Provide aspects of a creative brief you may think was in the
original creative
brief. Turn in document at end of class

• Ideal for presenting exact numbers
• Includes:
• Descriptive title
• Columns are clearly labeled
• Number or respondents in each group is shown
• Numbers are reasonably rounded
• Columns add to appropriate total
• Fonts are consistent and not distracting
Numeric Tables
• Ideal for comparing groups
Bar Charts
• Ideal only when looking at one
point in time, but you want to
show the share or a segment
compared to the whole
Pie Charts
• Ideal for displaying trends,
especially over time
• Remember, no causation

Line Charts
http://www.tylervigen.com/spurious-correlations
Nikki McClaran
Week 4: Quantitative Research
Recap:
•Last week = qualitative research
•Important notes:
• Questions meant to be open-ended
• Looking for answers, not confirming them
• Differences between focus groups and individual interviews
• Ethnographies
Refresh: What is Quantitative Research?
•Research conducted to examine relationships
between variables using statistics
•Relationships can be
• Correlational or descriptive
• Causal or cause-and-effect

•No relationship
The type of relationship you seek to test influences the type of
method you need
• Correlation: surveys, observational
• Can be positive (move in same direction) or negative (move in
opposite direction)
• Causation: experiments
• Some also say longitudinal surveys
• This is when an independent variable and dependent variable
become
relevant
Variable Relationships
Example positive relationship:
Example negative relationship
Variable Relationships
Two important concepts when thinking

about quantitative research include:
•Sampling
•Validity and reliability
Important Concepts
Sampling
Sampling
• Population: a group of people or objects that
are the main focus of scientific query
• You, as the researcher, define the population
• Can be as big or small as you define (e.g.,
humans, MSU students, females, etc.)
Sample: a subset of the population that is
intended to represent the population as a whole
POPULATION
SAMPLE

Sampling Error
SAMPLE
• Anytime you conduct a sample, you have to be aware of how
accurately your sample actually reflects
your population.
m
m
m
m
m
m
m
m
m
m
Population
m m m m Sample
Is my sample accurate? Why or why not?
Types of Sampling

•Two main types of sampling
•Probability or “random” sampling: every person in
the population has an equal chance of being
selected
•Only kind of sampling that is “generalizable”
•Non-probability or “non-random” sampling:
everyone does not have an equal chance
Non-probability sampling
Four main methods of non-probability sampling:
• Convenience: sample from those easiest to sample
• Purposive (judgement): sample from a target population of
interest
• Quota: sample of a particular subset of people
• An extension of purposive sampling, in which you are trying
to
make sure a certain demographic or characteristic is measured
• Snowball: you recruit people, who then recruit others
• Typically used for hard-to-reach, hard-to-find, groups of
people
Can you easily reach your population?
Yes No

Snowball sampling
Trying to reach a certain target audience?
Yes No
Convenience sampling
Trying to fulfill certain frequency
of characteristics? (50% female;
50% male)
Yes No
Purposive samplingQuota sampling
Why does sampling matter?
Random Sampling
Learn more here:
https://www.pewresearch.org/fact-
tank/2017/05/12/methods-101-random-
sampling/
https://www.pewresearch.org/fact-tank/2017/05/12/methods-
101-random-sampling/

Validity: did you measure what you intended
to measure?
•Internal: is your data factually sound?
•External: is your data
representative/generalizable?
Validity and Reliability
Reliability: is your data stable and
consistent?
Validity and Reliability
1. Develop research questions/hypotheses
2. Construct measurement tool
3. Sample population
4. Conduct research
5. Analyze results
6. Present results
Conducting Quantitative Research

At the most broad level, there are open and
closed questions
At a more specific level, there are different
levels of measurement
Constructing questionnaires
Levels of
Measurement
Nominal:
Ordinal:
Interval:
Ratio:
Beyond the typical multiple choice and T/F
questions, there are also
•Likert scales
•Semantic differential scales
•These are interval/ratio level questions
Types of questions

Types of questions
Likert Scale:
Semantic differential
Dictates the type of statistics you can conduct:
•Nominal and ordinal: descriptive statistics
•Mean, mode, frequencies, etc.
•Interval and ratio: inferential statistics
•Important when making claims about
relationships between variables
Why does this matter?
Answer the following three questions using the following scale:
1. Wouldn’t you agree that because Starbucks has
higher quality coffee, it is a good coffee chain?
2. I go to MSU and am a big Spartan fan.
3. I’ve used my phone for at least one hour every

day, for the past month.
In-Class Activity
•Provide explicit instructions
•Use simple, clear, and active language
•Don’t use “jargon”
•DON’T: Of the following, what are things that you may care
for while you go on a shopping experience that is typical?”
•DO: Please select what matters to you during a typical
shopping experience:
Constructing “Good” Questions
•Avoid Bias:
• Leading questions: suggesting a “correct” answer
• DON’T: How dumb is it that Pitaya doesn’t have a Facebook?
• DO: Indicate your views on Pitaya’s social media presence?
• Loaded questions: forcing a certain answer
• DON’T: Where do you enjoy drinking beer?
• DO: Do you drink beer? Where do you enjoy drinking beer?

•Avoid Bias:
•Double-barreled questions: asking two questions in
one
•DON’T: How supportive are you of the government and
U.S. foreign policy?
•DO: How supportive are you of the government? How
supportive are you of the U.S. foreign policy?
•Use reasonable time frames
•Make them mutually exclusive, meaning someone
shouldn’t be able to choose more than one of your
answers
• DON’T: What is the weather currently like: sun, rain, snow, or
fog.
• DO: What is the weather currently like (select all that apply):
sun,
rain, show, or fog
Constructing “Good” Answers

•Be exhaustive, meaning all available options are
provided
•DON’T: How many times do you eat out per month? 1-5
times; 6-10 times; more than 10 times
•DO: How many times do you eat out per month? 1-5 times; 6-
10 times; more than 10 times, I do not eat out
Constructing “Good” Answers
•http://msu.qualtrics.com
Let’s practice how to make questions
and analyze the results
http://msu.qualtrics.com/
•Considerations:
•Should complement or enhance your written/verbal
report
•Don’t do it just because you can
•Keep them simple
•Make sure it is integrated
A note on tables/figures

• Ideal for presenting exact numbers
• Includes:
• Descriptive title
• Columns are clearly labeled
• Number or respondents in each group is shown
• Numbers are reasonably rounded
• Columns add to appropriate total
• Fonts are consistent and not distracting
Numeric Tables
• Ideal for comparing groups
Bar Charts
• Ideal only when looking at one
point in time, but you want to
show the share or a segment
compared to the whole
Pie Charts

• Ideal for displaying trends,
especially over time
•Remember, no causation
Pie Charts
http://www.tylervigen.com/spurious-correlations
Nikki McClaran
Week 1: Introduction to Course & Research
Busy first day…
• Overview of syllabus and course
• Intro to account planning
• Intro to research
• Research ethics
Syllabus and Group Project
•Posted on D2L

Account Planning
• Early history of account planning
Finance
Traffic
Research
Media
Account Management
Account Planning
CLIENT ACCOUNT MANAGER RESEARCH
Account Manager vs. Researchers?
•Misinterpretation
•Conflict of objectivity
•Satisfying client vs. creative direction

Account Planning
Finance
Traffic
Research
Media
Account Management
Account Planning
“Presents the consumer’s
point of view in the
marketing and advertising
process”
Roles of Account Planning
• Identify potential problems or opportunities
• Analyzing and interpreting past information and reports
• Keeping up-to-date with user trends, views, and attitudes
• Commissioning research
• Analyzing and interpreting research results
• Making presentations to clients and agency staff
• Providing creative strategies (creative brief)
• Evaluating campaign success

Why do we need research?
•Inform
•Design
•Evaluate
•Based on empirical knowledge
Why do we need research?
Different types of knowledge
1. Intuitive:
• Based on emotion, your ”gut,” and instinct
• Ex: “I just knew it was the right decision”
2. Authoritative:
• Based on information from a trusted source
• This can be credible (teachers) or not (friends)
• Ex: “An article I read said…”
Different types of knowledge
3. Logical:
• Also called “rationale logic”
• Based on reasoning or logical assumptions
• Ex: “I smile when I see dogs, so I must like dogs”

4. Empirical:
• Based on demonstrable, objective facts
• Ex: ”We surveyed college students and found a
relationship between sleep and GPA”
Types of Advertising Research
Four main areas:
•The Market
•The Consumer
•The Creative
•The Media
The Market
“What domain are you selling your product in”
•Large issues, such as the current environment
and trends
Example market research:
•Key trends
•Competitive environment
•New technologies

The Consumer
“Who is buying your product?”
Example consumer research questions:
•Who is buying the product?
•Who is using the product?
•What do people think of your product?
The Creative
“How are you going to sell your product?”
Example creative research:
•Determine best strategies
•Measure campaign success
•Maintain legality
The Media
“Where are you distributing your message?”
Example media research:
•How much to spend
•When to broadcast your ads
•What type of media

The Process
MARKET
CONSUMER
CREATIVE
MEDIA
REPORT TACTICS EVALUATION
Problem Definition
Before collecting data,
you need to create a
problem definition

Problem Definition
•States your identified problem and/or
opportunity
•Provides justification for research
•Provides research questions/hypotheses
How do you determine this? Research!
• Typically secondary research
Types of Research
• Primary vs. Secondary
• Primary is further divided into: Quantitative vs.
Qualitative
• How do you know what to choose?
Primary vs. Secondary
•Secondary research: research based on
information you did not plan and collect for
your research aim
•Primary research: research based on
information you did plan and collect for your
research aim

When is Secondary enough?
•If it answers your problem definition,
however this is typically not the case
because the info is either
•Non-existent
•Unreliably/invalid
•Unavailable
Primary vs. Secondary
•All good research begins with secondary
research
•Most good research ends with primary research
• Secondary is often not enough to resolve problem
definition
So, you decide to conduct primary
research…
•Now you have to choose either
quantitative or qualitative data
•https://www.youtube.com/watch?v=RYmL
E8UqCXU
•https://www.youtube.com/watch?v=-S2EiPD4-
W0

https://www.youtube.com/watch?v=RYmLE8UqCXU
https://www.youtube.com/watch?v=-S2EiPD4-W0
Recap:
Qualitative Quantitative
Purpose: Deep understanding from individual’s
perspective, discover ideas
Determining widespread perceptions, test
hypothesis/research questions
Assumes: Dynamic reality Fixed reality
Approach: Observe & interpret (subjective) Measure & test
(objective)
Types of questions: Open-ended Closed-ended
Measures: Text Numbers
Methods: In-depth interviews (IDI), focus groups,
observational, content analysis
Surveys, experiments, observational, content
analysis
Analysis: Thematic analysis Statistical analysis
Sample: Small sample sizes Large sample sizes

If conducting both, which comes first?
•Depends on who you ask
•I personally recommend starting with
qualitative.
• Why?
Your research questions should be in line
with your proposed method
•Quantitative: mostly hypotheses,
sometimes research questions
•Test, support, compare
•Qualitative: research questions only
• Explore, find, understand
When conducting research…
•You must greatly consider research ethics
Research Ethics

Research Ethics
• Due to ethical violations in research (e.g., Stanford
prison experiment), research now subscribes to the
Belmont Report
• This is not law, but it is the ethical standard enforced in
most disciplines
Research Ethics
Belmont Report has 3 principles:
• Respect for persons
• Autonomy: should be able to make informed consent
• Beneficence
• Maximize possible benefits and minimize harms
• Nonmaleficence: do no harm
• Justice
• No systematic disadvantages to people
In Class Exercise: Is this ethical?
You’ve been asked to conduct an anonymous survey to

determine how people feel about
your client, but you also want to impress your boss with a new
advertising strategy. The
software you use tracks the responses… you come up with the
idea that you could target
the people who have a favorable opinion of your client with
future advertisements.
You’re conducting a focus group, and a person says something
that you really, really
disagree with. You can tell other people also don’t agree, so you
ask them their opinion
on the statement. You choose not to state your own beliefs.
You need to conduct a focus group that will likely last an hour,
but you know that’s
probably too long of a time to get people to actually do it. One
option is to tell people it’s
only suppose to last 30 minutes… People could leave if they
want, but maybe some will
go ahead and stick around
Assignments
•Quiz #1 via D2L
•Intro slideshow due via D2L
•Both due Sunday before midnight

Nikki McClaran
Week 3: Qualitative Research
Before you begin:
2
Many things are due this week! Since we aren’t meeting in
class, you should take this time to make sure everything get’s
done in time.
Remember: Report #1 is due this Sunday before midnight
This is a significant portion of your grade, so please reach out if
you have any questions
2
Refresh: What is Qualitative Research?
3
Research that uses text, images, and audio in order to gain a
deep understanding from individuals’ perspectives.
Mostly for explorative research- you are not trying to test
hypotheses, but gain an in-depth understanding
3

Goal of Qualitative Research
4
To understand why individuals act as they do, rather than gain a
numeric description of what people do and think (quantitative
research)
Finding the nature and motivation of behavior, not the
frequency of attitudes or behaviors
4
When do you need it?
5
Little is currently known about your problem/opportunity
You want to hear your target audience’s perception of you
client using their own words
5
Pros and Cons
6
Pros:
Provides “rich data”
Gives people ability to use their own words
Helps in exploratory research goals
Flexible
Cons:
Requires a lot of time and resources (e.g., man power)

Findings cannot generalize (be said to be reflective) of the
population as a whole
Interpretation of results is subject (and could have error)
6
Qualitative Research Methods
7
Most common qualitative research methods are:
In-depth interviews
Focus groups
Observational research
Content analysis
7
In-Depth Interviews
8
Definition: structured (yet flexible) conversations between a
participant and a trained interviewer
Typically, in-depth interviews:
Last between 30-90 minutes
Are private, face-to-face conversations
Include approximately 5-15 interviews for a single study

8
Focus Groups
9
Definition: structured (yet flexible) conversations between a
group of participants and a trained interviewer (called a
moderator)
Typically, in-depth interviews:
Lasts between 60-120 minutes (varies greatly)
Held in professional, yet comfortable, environment
Groups of 7-12 individuals
9
Focus Groups
10
Typically done when you want to:
Explore reactions to messages/products
Gain collective responses that can build off one another
10
Example Focus Group
11

11
Interview vs. Focus Group?
12
How do you choose whether you need a focus group or conduct
individual interviews?
Typically, focus groups are preferred as they save time being
able to conduct one session with 5 individuals at a time, instead
of 5 separate interviews.
12
Interview vs. Focus Group?
13
HOWEVER, you would want to do interviews if:
Your participants are geographically dispersed (thus, making it
hard to have all your participants meet in a central location)
If your topic is sensitive where people may not feel comfortable
talking about it in a group
You don’t want respondent’s perceptions to be influenced by
others

13
How to conduct focus groups/interviews
14
The procedure for both techniques are the same:
Identify research question
Identify sample inclusion criteria
Create moderator guide (focus group) or interview guide
(interviews)
Select and train moderator/interviewer
Recruit participants
Set up location
Conduct focus group/interview
14
Step 1: Identify RQ(s)
15
Questions to ask yourself:
What are you trying to find from your focus group?
What do you expect to learn?
In answering these questions, you should have at least one
research question to answer from your data
Doing this step also helps you figure out what concepts/topics
need to be on your question guide

15
Step 2: Identify your sample criteria
16
Your participants should be homogeneous, which means, they
should all be similar in some aspect (think back on last week’s
lecture about segmentation- what variable are you focusing on?)
EX: if you are conducting a focus group on Bird scooters, you
could have two focus groups:
The first focus group may consist of all people who have
previously used Birds
The second focus group may consist of all people who have
NOT previously used Bird
The key is that you do not mix these participants into one focus
group
16
Step 3: Create Question Guide
17
This guide is called a moderator guide for focus groups and an
interview guide for in-depth interviews
This the roadmap of conversation.
You should make sure to ask all questions on your guide, but
also be flexible to new avenues of conversation. It’s okay to
deviate from the questions, just make sure it’s still relevant to
your client

17
18
Your questions should be:
Open-ended (no yes/no questions!)
Go from broad to narrow in focus
Short and precise
Be asked one at a time
Not be biased (don’t lead them to answer a certain way, EX:
“Don’t you think that this is true?”)
Use “why” questions sparingly. Instead, try different tactics
such as “Could you elaborate on that?” “What makes your say
that” etc.
18
19
Your questions should be:
Open-ended (no yes/no questions!)
Go from broad to narrow in focus
Short and precise
Be asked one at a time
Not be biased (don’t lead them to answer a certain way, EX:
“Don’t you think that this is true?”)

19
20
In addition to the questions on your guide, the
moderator/interviewer should also ask probing questions.
These are questions meant to have participants elaborate or
clarify their or other’s statements
These should occur naturally/organically, not asked just to ask
20
21
Example probing questions:
Can you tell me more?
Does anyone else view it that way as well?
Does anyone have a different perspective?
Could you phrase what you said another way to help clarify?
Can you elaborate a little on that thought?
DO NOT ask “why?”– people do not give very thorough
responses when just asked “why”
21

Step 4: Train Moderator/Interviewer
22
The moderator/interviewer (M/I) sets the tone and plays a very
important role
Participants should feel comfortable and free to express their
opinions
The moderator should:
Engage in active listening
Be nonjudgmental
Build rapport
22
23
Engage in active listening
Be active in the conversation (ask probing questions)
Shows that you are interested and that their responses are
important
Be nonjudgmental
Always take a neutral stance
Do not let own opinion be known
Do not evaluate other’s opinions (I like that, I agree, I disagree,
etc.)
Body language matters!
Build rapport
Make people feel comfortable talking to you

23
24
Example of good moderator
24
Step 5: Recruit Participants
25
Typically, there are professional participant recruiters that you
would use
Recruiters use screeners (based on sampling criteria) to weed
out people
Incentives are large part of recruitment
Should always incentivize participants
Typically money, but can be other things such as food and
drinks
25
Step 6: Set Up Facility
26
Select a place that is professional yet comfortable
Conference room, library room, etc.

Can be in a naturalistic setting but should be private (no one
should interrupt it)
Set up the room in a way that’s conducive for conversation
Everyone should be able to see each other
There should be name tags
26
Step 7: Conduct Research!
27
You should also record, in some manner, the session. This can
be through audio or visual, but make sure that your participants
know it is happening
You also want to take notes regarding things that can’t be seen
(if not video filming), such as:
Body language
Non-verbals
Participant profiles
27
In case you still feel unclear:
28

28
How to Analyze Qualitative Data
29
There is no single “right” way to analyze data, but there are
guide lines
When analyzing the data
Keep an open mind (don’t just confirm)
Try to understand underlying attitudes and behaviors
Understand more than just the actions/words
View respondent, not individual responses
29
How to Analyze Qualitative Data
30
To ensure you looked through the lecture, please respond to this
survey (to get attendance points)
30
Themes
31
Qualitative data often looks for themes

‘a consistent and recurring idea found either explicitly or
implicitly in the data” p. 179
You find themes by coding the data
Codes are shorthand notes to label, separate, compile, and
organize data
31
For example:
32
Code may then be:
Popular show
Positive view
Not strong opinion
Watches on habit
A response may have been: “You know, The Office is a
television classic, but does it compare to the UK version? I
don’t know… maybe? All I know is that when I get home at
night, it’s the show I automatically put on
32
Synthesize Responses
33
You then want to synthesize the responses (bring them all

together)
Look for what’s being repeated
How are the responses similar
How are the responses different
Are there conflicting themes?
33
34
When reporting, your data should not read like your “raw” data.
It shouldn’t be written like:
“I asked them how they liked The Office. One person said X.
Another person said Z. Two people agreed. A last person said
Y.
34
35
Instead, it should sound more like:
“Overall, it appeared that people had a positive view of the
office. The majority generally viewed it as a popular and well-
loved show that they frequently watched. For example, one
participant said “… when I get home at night, it’s the show I
automatically put on”
Summary your report based on the themes, and then support

those themes with your data.
35
Helpful Documents
36
I have uploaded an example moderator guide and focus group
report from a previous class.
If you choose to do an interview, you would rewrite the
questions to be singular, but consistent in all other aspects
36
This week’s activity
37
Create a thread on the discussion post responding to one of the
following scenarios:
You have been hired to conduct qualitative research for Strange
Matter Coffee, a local coffeehouse in Lansing, MI. They have
hired you because they buying a new building and want insight
on what kind of atmosphere would encourage more business.
You have been hired to conduct qualitative research for Under
Armour. Recently, they’ve noticed that women’s apparel has
been declining in sales. They’ve tasked you with discovering
why this may be the case, and what they can do to regain sales.

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This week’s activity
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In your post, include:
Your research question
What qualitative research method you would choose
Who you would recruit
Two example questions that would be in your guide
In addition to your own post, please respond to at least one
other classmate’s post to receive full credit
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