This document discusses conducting qualitative research to understand consumer behavior regarding athletic shoe purchases. It provides background on QSR NUD*IST software for qualitative analysis and discusses managing documents, creating ideas, and qualitative techniques like focus groups and interviews. The research problem is determining consumer purchase trends. A graphical model shows factors like brand, advertising, price, design that influence consumer selection. Qualitative research requirements include segmenting consumers into groups like ultimate athletes, participants, and those influenced by sports culture. The positioning of Nikes needs to address the third group's desire for casual, trendy shoes with multiple uses.

1. Jitendra Solenki 2010A03
Karma Sherap Bhutia 2010A15
Virender Singh 2010A21
Abhimanyu Garg 2010B24

2. Overview
Case Facts
Management Decision
Problem
Research problem
Graphical Model
Qualitative Research
Requirement
Qualitative Techniques

3. Case Facts
What is QSR NUD*IST?
QSR NUD*IST is the leading computer package for qualitative research,
designed to support a wide range of qualitative research.
QSR stands for Qualitative Solutions and Research, a software development
company in Melbourne, Australia, developing software and working with
researchers in over forty countries.
NUD*IST stands for Non-numerical Unstructured Data * Indexing Searching
and Theorizing.
How does it work?
Helps in qualitative analysis, by supporting processes of coding data in an
Index System, Searching text or patterns of coding and Theorizing about the
data.

4. Case Facts
NIKE
• Qualitative methods take many forms. Some projects are pre
planned and shaped from the start. Some take shape as data
accumulate, requiring flexibility and ongoing analysis. Early ideas
get changed as the data indicate new understandings.
• NUD*IST provides a tool kit for managing and exploring documents,
creating and developing ideas and theories about them. You use
the tools as required by your research goals and methodological
purposes

5. Qualitative Data and QSR NUD*IST
• Qualitative research uses a range of ways of discovering and exploring the
meanings of unstructured data. This requires getting close to the data to
understand its meanings and getting distance, to see patterns and
explanations.
Qualitative research thus requires a combination of very different skills:
 • efficient management of data;
 • detailed knowledge and sensitive exploration;
 • ability to create abstractions, see patterns and interrogate emerging
patterns
It offers three sets of tools, for:
 • Managing Documents
 • Creating Ideas and Managing Categories

7. Athletic Footwear Athletic Apparel
NIKE
PRODUCTS
Athletic Gear

8. Computer Analysis of Qualitative Data
1. Data management
Better data management in computer
What counts as data is not just interview transcripts but
also the tone

9. Research Problem
PRO:-
To determine the trend of consumer buying athletic shoes.
SRO:-
1. To determine the latest product lines in offer by the
competitors.
2. To determine the usage pattern of shoes among consumers.
3. To determine the impact of the various marketing methods on
consumer choice.

10. Graphical models
• Represented in the form of charts and pictures
• Provides an overall description
• Viewer gets an idea of whole picture and select
specific relationships for closer examination
• Bridge between verbal and mathematical model

11. BRAND ADVERTISING/SALES
Consumer Selection AWARENESS PROMOTION
for athletic shoes.
CELEBRITY
ENDORSEMENTS
BRAND
PRICE
CONSUMER
DESIGN/STYLE
COMFORT
NEEDS
DURABILITY

12. Qualitative techniques
1. Focus Groups Discussions
Advantages
• Flexible method to gauge consumer response to entirely new products and questions.
• Getting breadth i.e., finding out what kinds of issues are important for consumers in a given
product category.
Disadvantages
• It is expensive.
• Unable to generalise data.
2. Personal Interviews
Advantages
• Getting depth i.e., able to explore consumer feelings of an individual about his or her interest
in or experiences with a product.
Disadvantages
• Interviewer bias may affect the respondent answers due to signal conditioning.
• Unable to generalize data.

13. Develop Questionnaires
Employ psychologists and psychiatrists in PI.
“In order to generalize the data and cover a large population, we can use
our insights from focus groups and interviews to develop questionnaires
that contain specific questions that can be asked to a larger number of
people. In order to reduce signal conditioning, psychologists and
psychiatrists can be employed in PI”.

15. Qualitative Research Requirement
Segmentation:
Sport lovers
Energetic Youth
Target Customers:
1. Ultimate Athlete
2. Athletic Participants
3. Consumer influenced by Sports culture
Positioning: Nike Current position is that Nike shoes enhance performance during sports.
But the majority buyer lies in the 3rd target segment. If you look at the positioning of Nike shoes
that Nike shoes enhance performance during sports but the 3rd segment is basically
influenced but not participants of actual sports. So they need shoes that are
Casual, trendy and have multi uses coupled with its all ready established brand image.
A qualitative research is required to be conducted on this consumer segment to explore the
personality and behavioural aspects that influences buying behaviour of this group.