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Qualitative Marketing Research
Qualitative marketing research involves a natural or observational examination of the philosophies that govern consumer behavior. The direction and framework of the research is often revised as new information is gained, allowing the researcher to evaluate issues and subjects in an in-depth manner. The quality of the research produced is heavily dependent on the skills of the researcher and is influenced by researcher bias. Data collection Qualitative marketing researchers collect data ranging from focus group, case study, participation observation, innovation game and individual depth interview. Focus group The focus group is marketing research technique for qualitative data that involves a small group of people (6–10) that share a common set characteristics (demographics, attitudes, etc.) and participate in a discussion of predetermined topics led by a moderator. There are opportunities to conduct focus groups with the use of focus group software. There are many types of f ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Consumer Behavior
Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics (especially behavioural economics). The study of consumer behaviour formally investigates individual qualities such as demographics, personality lifestyles, and behavioural variables (such as usage rates, usage occasion, loyalty, brand advocacy, and willingness to provide referrals), in an attempt to understand people's wants and consumption patterns. Consumer behaviour also investigates on the influences on the consumer, from social g ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Focus Group
A focus group is a group interview involving a small number of demographically similar people or participants who have other common traits/experiences. Their reactions to specific researcher/evaluator-posed questions are studied. Focus groups are used in market research to understand better people's reactions to products or services or participants' perceptions of shared experiences. The discussions can be guided or open. In market research, focus groups can explore a group's response to a new product or service. As a program evaluation tool, they can elicit lessons learned and recommendations for performance improvement. The idea is for the researcher to understand participants' reactions. If group members are representative of a larger population, those reactions may be expected to reflect the views of that larger population. Thus, focus groups constitute a research or evaluation method that researchers organize to collect qualitative data through interactive and directed discuss ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Case Study
A case study is an in-depth, detailed examination of a particular case (or cases) within a real-world context. For example, case studies in medicine may focus on an individual patient or ailment; case studies in business might cover a particular firm's strategy or a broader market; similarly, case studies in politics can range from a narrow happening over time (e.g., a specific political campaign) to an enormous undertaking (e.g., a world war). Generally, a case study can highlight nearly any individual, group, organization, event, belief system, or action. A case study does not necessarily have to be one observation ( N=1), but may include many observations (one or multiple individuals and entities across multiple time periods, all within the same case study). Research projects involving numerous cases are frequently called cross-case research, whereas a study of a single case is called within-case research. Case study research has been extensively practiced in both the social and ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Innovation Game
{{One source, date=March 2022 Within qualitative marketing research, the phrase innovation game refers to a form of primary market research developed by Luke Hohmann where customers play a set of directed games as a means of generating feedback about a product or service. The research is primary because the data collected is gathered directly from customers or prospects and is intended to answer a specific research question. (Secondary research is data collected previously by others, usually through primary research, that may or may not address a specific research question.) “Customers” who play innovation games are commonly direct recipients or consumers of a specific product or service. In some cases, though, game players may be any person or system who is or would be affected by a product or service. Innovation games are directed by a facilitator whose responsibilities include: * explaining the game(s) to be played; * controlling the pacing and tempo of each game; * monit ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Internal Validity
Internal validity is the extent to which a piece of evidence supports a claim about cause and effect, within the context of a particular study. It is one of the most important properties of scientific studies and is an important concept in reasoning about evidence more generally. Internal validity is determined by how well a study can rule out alternative explanations for its findings (usually, sources of systematic error or 'bias'). It contrasts with external validity, the extent to which results can justify conclusions about other contexts (that is, the extent to which results can be generalized). Details Inferences are said to possess internal validity if a causal relationship between two variables is properly demonstrated.Shadish, W., Cook, T., and Campbell, D. (2002). Experimental and Quasi-Experimental Designs for Generilized Causal Inference Boston:Houghton Mifflin. A valid causal inference may be made when three criteria are satisfied: # the "cause" precedes the "eff ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
External Validity
External validity is the validity of applying the conclusions of a scientific study outside the context of that study. In other words, it is the extent to which the results of a study can be generalized to and across other situations, people, stimuli, and times.Aronson, E., Wilson, T. D., Akert, R. M., & Fehr, B. (2007). Social psychology. (4 ed.). Toronto, ON: Pearson Education. In contrast, internal validity is the validity of conclusions drawn ''within'' the context of a particular study. Because general conclusions are almost always a goal in research, external validity is an important property of any study. Mathematical analysis of external validity concerns a determination of whether generalization across heterogeneous populations is feasible, and devising statistical and computational methods that produce valid generalizations. Threats "A threat to external validity is an explanation of how you might be wrong in making a generalization from the findings of a particular study ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Qualitative Research
Qualitative research is a type of research that aims to gather and analyse non-numerical (descriptive) data in order to gain an understanding of individuals' social reality, including understanding their attitudes, beliefs, and motivation. This type of research typically involves in-depth interviews, focus groups, or observations in order to collect data that is rich in detail and context. Qualitative research is often used to explore complex phenomena or to gain insight into people's experiences and perspectives on a particular topic. It is particularly useful when researchers want to understand the meaning that people attach to their experiences or when they want to uncover the underlying reasons for people's behavior. Qualitative methods include ethnography, grounded theory, discourse analysis, and interpretative phenomenological analysis. Qualitative research methods have been used in sociology, anthropology, political science, psychology, social work, folklore, educational r ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Sample Size
Sample size determination is the act of choosing the number of observations or Replication (statistics), replicates to include in a statistical sample. The sample size is an important feature of any empirical study in which the goal is to make statistical inference, inferences about a statistical population, population from a sample. In practice, the sample size used in a study is usually determined based on the cost, time, or convenience of collecting the data, and the need for it to offer sufficient statistical power. In complicated studies there may be several different sample sizes: for example, in a stratified sampling, stratified survey sampling, survey there would be different sizes for each stratum. In a census, data is sought for an entire population, hence the intended sample size is equal to the population. In experimental design, where a study may be divided into different treatment groups, there may be different sample sizes for each group. Sample sizes may be chosen in ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Focus Group
A focus group is a group interview involving a small number of demographically similar people or participants who have other common traits/experiences. Their reactions to specific researcher/evaluator-posed questions are studied. Focus groups are used in market research to understand better people's reactions to products or services or participants' perceptions of shared experiences. The discussions can be guided or open. In market research, focus groups can explore a group's response to a new product or service. As a program evaluation tool, they can elicit lessons learned and recommendations for performance improvement. The idea is for the researcher to understand participants' reactions. If group members are representative of a larger population, those reactions may be expected to reflect the views of that larger population. Thus, focus groups constitute a research or evaluation method that researchers organize to collect qualitative data through interactive and directed discuss ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Innovation Game
{{One source, date=March 2022 Within qualitative marketing research, the phrase innovation game refers to a form of primary market research developed by Luke Hohmann where customers play a set of directed games as a means of generating feedback about a product or service. The research is primary because the data collected is gathered directly from customers or prospects and is intended to answer a specific research question. (Secondary research is data collected previously by others, usually through primary research, that may or may not address a specific research question.) “Customers” who play innovation games are commonly direct recipients or consumers of a specific product or service. In some cases, though, game players may be any person or system who is or would be affected by a product or service. Innovation games are directed by a facilitator whose responsibilities include: * explaining the game(s) to be played; * controlling the pacing and tempo of each game; * monit ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Online Panel
An Online panel is a group of selected research participants who have agreed to provide information at specified intervals over an extended period of time. A panel can be distinguished from a database in the following ways: *Its members are asked to provide additional information about themselves and their household, such as demographics, ownership and lifestyle information *an ongoing relationship exists with the panel brand *there is often a systematic reward mechanism unique to the panel * the members do not receive direct marketing messages as a result of their membership. Online panels could be for B2C or B2B. In B2B panels, a selective group of panelists will be involved like "retail owners panel" which would have retail owners as panel members. See also * Computer-assisted telephone interviewing * Computer-assisted personal interviewing * Automated computer telephone interviewing * Official statistics * Bureau of Labor Statistics *Questionnaires *Questionnaire constr ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Qualitative Data Analysis
Qualitative research is a type of research that aims to gather and analyse non-numerical (descriptive) data in order to gain an understanding of individuals' social reality, including understanding their attitudes, beliefs, and motivation. This type of research typically involves in-depth interviews, focus groups, or observations in order to collect data that is rich in detail and context. Qualitative research is often used to explore complex phenomena or to gain insight into people's experiences and perspectives on a particular topic. It is particularly useful when researchers want to understand the meaning that people attach to their experiences or when they want to uncover the underlying reasons for people's behavior. Qualitative methods include ethnography, grounded theory, discourse analysis, and interpretative phenomenological analysis. Qualitative research methods have been used in sociology, anthropology, political science, psychology, social work, folklore, educational ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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