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Poynter lesson 4
This document discusses marketing research methods beyond traditional approaches. It begins by reviewing quantitative research methods beyond surveys, including transactional data, metered measures, web metrics, social media, and passive data. It then reviews qualitative research methods beyond focus groups, such as depth interviews, diaries, ethnographies, online discussions, and semiotics. The document aims to illustrate the range of quantitative and qualitative research tools available to researchers.
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Poynter lesson 4
- 1. Marketing Research &Social Communication Lesson 4 Beyond Traditional Approaches Ray Poynter 1 Ray Poynter, Marke/ng Research & Social Communica/on, 2015
- 2. Agenda 1. Reviewing thestructure and role of MR 2. Quantitative research beyond surveys 3. Qualitative research beyond focus groups 4. Quiz and assignment for next week Ray Poynter, Marke/ng Research & Social Communica/on, 2015 2
- 3. Remember If you havenot completed the survey for this week, open your PC, phone, or tablet and go to NewMR.org/Saitama-2015 Ray Poynter, Marke/ng Research & Social Communica/on, 2015 3
- 4. Ray Poynter, Marke/ng Research & Social Communica/on, 2015 4 Market Research Scope: Customers Objec6ve: Help organisa6ons make be=er decisions Quan6ta6ve Research Approach: Numbers Main Tool: Surveys Conduct survey with a sample and generalise to a popula/on Qualita6ve Research Approach: Meaning Main Tool: Focus Groups Gather words, images, concepts & video to iden/fy paFerns to create meaning
- 5. Lesson 2 –Big Picture Ray Poynter, Marke/ng Research & Social Communica/on, 2015 5 1. Quantitative market research is about describing things with numbers. 2. Surveys are the most common tool in quantitative market research. 3. We normally need to be able to generalise from a sample to a population. 4. Surveys need to use questions that people are willing and able to answer.
- 6. Lesson 3 –Big Picture Ray Poynter, Marke/ng Research & Social Communica/on, 2015 6 1. Qualitative research is about understanding not measuring. 2. The most common qualitative tool is the focus group, followed by depth interviews. 3. But, there are many more qualitative methods. 4. Qual does not seek an objective truth, it seeks a useful explanation.
- 7. Ray Poynter, Marke/ng Research & Social Communica/on, 2015 7 Market Research Scope: Customers Objec6ve: Help organisa6ons make be=er decisions Quan6ta6ve Research Main Tool: Surveys Includes: • Transac/onal data • Metered measures • Web metrics • Social media • Passive data Qualita6ve Research Main Tool: Focus Groups Includes: • Depth Interviews • Dairies • Ethnographies • Online discussions • Semio/cs
- 8. Quantitative Research Beyond Surveys Includes: • Transactional data • Metered measures • Web metrics • Social media • Passive data Ray Poynter, Marke/ng Research & Social Communica/on, 2015 8
- 9. Transactional Data Includes: • Bankand credit card data • Loyalty schemes • Retailer records • Telco records (e.g. telephone company) • Online shopping records • Usage records, e.g. libraries Ray Poynter, Marke/ng Research & Social Communica/on, 2015 9
- 10. Metered Measures • Utilities– e.g. gas, water, and electricity • People meters * • IoT – Internet of Things Ray Poynter, Marke/ng Research & Social Communica/on, 2015 10 hFp://dashboard.sidlee.com/
- 11. People Meters 1 TAM1 https://youtu.be/58d-dk3UfHw Ray Poynter, Marke/ng Research & Social Communica/on, 2015 11
- 12. People Meters 2 TAM2 https://youtu.be/EGttftwcBcw Ray Poynter, Marke/ng Research & Social Communica/on, 2015 12
- 13. People Meters 3 Radio http://www.nielsen.com/us/en/insights/news/2013/nielsen-tv-every-day-counts- in-radio.html Ray Poynter, Marke/ng Research & Social Communica/on, 2015 13
- 14. Meters – oldand new Ray Poynter, Marke/ng Research & Social Communica/on, 2015 14
- 15. Web Metrics Ray Poynter, Marke/ng Research & Social Communica/on, 2015 15
- 16. Click Flow Ray Poynter, Marke/ng Research & Social Communica/on, 2015 16
- 17. Facebook Insights Ray Poynter, Marke/ng Research & Social Communica/on, 2015 17
- 18. Social Media Research Morenext week Ray Poynter, Marke/ng Research & Social Communica/on, 2015 18
- 19. Passive Data Ray Poynter, Marke/ng Research & Social Communica/on, 2015 19
- 20. Google Ads Ray Poynter, Marke/ng Research & Social Communica/on, 2015 20 http://www.google.com/settings/ads/
- 21. Location History Ray Poynter, Marke/ng Research & Social Communica/on, 2015 21 https://maps.google.com/locationhistory 7 days of travel
- 22. Google Search History Ray Poynter, Marke/ng Research & Social Communica/on, 2015 22 https://www.google.com/history/
- 23. Google Other Ray Poynter, Marke/ng Research & Social Communica/on, 2015 23 4. Google monthly security and privacy report – lis/ng all the services you use hFps://www.google.com/seVngs/dashboard 5. Apps and extensions that have access to your Google data hFps://security.google.com/seVngs/security/permissions 6. Export all your Google data hFps://www.google.com/takeout 7. History of all your YouTube searches hFps://www.youtube.com/feed/history/search_history
- 24. Beyond Surveys Surveys arecurrently the main tool for quant research Weaknesses of surveys? – Samples – Cooperation – Memory – Cost per data point Ray Poynter, Marke/ng Research & Social Communica/on, 2015 24
- 25. Structure of QuantMethods Ray Poynter, Marke/ng Research & Social Communica/on, 2015 25 Census Sample Ac/ve Passive Surveys The Census Airport landing forms Bank records Media People Meters Web analy/cs Social Media Smartphone Passive
- 26. Ray Poynter, Marke/ng Research & Social Communica/on, 2015 26 Market Research Scope: Customers Objec6ve: Help organisa6ons make be=er decisions Quan6ta6ve Research Main Tool: Surveys Includes: • Transac/onal data • Metered measures • Web metrics • Social media • Passive data Qualita6ve Research Main Tool: Focus Groups Includes: • Depth Interviews • Dairies • Ethnographies • Online discussions • Semio/cs
- 27. Qualitative Research Beyond FocusGroups Includes: • Depth Interviews • Dairies • Ethnographies • Online discussions • Semiotics Ray Poynter, Marke/ng Research & Social Communica/on, 2015 27
- 28. Depth Interviews • Thesecond most common qual method • Moderator and one person – Sometimes two people, paired depths (dyads) • Typically 8 to 16 interviews • Typically 30 to 90 minutes Ray Poynter, Marke/ng Research & Social Communica/on, 2015 28
- 29. Focus Groups orDepths? Focus Groups – Where interaction is good – Where members SHOULD influence each other – To tap into experiences – Example: Explore the problems with drying clothes on wet and humid days Depth Interviews – Individual stories – Where the differences are important – Or where things are sensitive – Example: How do people get into debt
- 30. Diaries Ray Poynter, Marke/ng Research & Social Communica/on, 2015 30 Typical diary study one week, some/mes one day, some/mes several weeks. Can also be quant, if the ques/ons numerical and the sample size larger.
- 31. Ethnography Ray Poynter, Marke/ng Research & Social Communica/on, 2015 31 How does a queue form in Starbucks? How does it change when more people arrive? What do people do in the queue? How does the queue impact other behaviour?
- 32. Online Discussions Ray Poynter, Marke/ng Research & Social Communica/on, 2015 32
- 33. Semiotics Ray Poynter, Marke/ng Research & Social Communica/on, 2015 33
- 34. Big Picture 1. Surveysare the main method of conducting quantitative research. 2. Quant alternatives include: – Transactional data, metered measurements, web metrics, passive data & social media. 3. Focus groups are the main method of conducting qualitative research. 4. Qual alternatives include: – Depth interviews, ethnography, diaries, online discussions & semiotics Ray Poynter, Marke/ng Research & Social Communica/on, 2015 34
- 35. Before Next Lesson 1. Find out Three things about Ray Poynter from social media and the internet. 2. Find out Three things about ESOMAR from social media and the internet. 3. Everybody will be asked to mention one item at the next lesson. Ray Poynter, Marke/ng Research & Social Communica/on, 2015 35
- 36. Questions? Ray Poynter, Marke/ng Research & Social Communica/on, 2015 36
- 37. Quiz Lesson 4 Ray Poynter, Marke/ng Research & Social Communica/on, 2015 37 Please complete the quiz sheet Put your name on the sheet