On the basis of objectives of the marketing research, the research can be classified into:
Exploratory research is further subdivided into:
Descriptive research makes use of both case study and statistical study. Causal or experimental research seeks to unearth cause and affect relationships. A good causal research design seeks to minimize the interference of external variables while studying the relationship between variables.
A third type of research known as performance monitoring research that is an important component of marketing research activities of a firm typically requires a longitudinal research design (panel design), in which a fixed sample of population elements is measured repeatedly.
In the traditional panel, the same variables are measured every time, as opposed to an omnibus panel where different variables are measured each time. In both types of panels, the sample remains fixed.
- (i) Exploratory research
- (ii) Conclusive research.
- (A) Quantitative research
- (B) Qualitative research.
Exploratory research is further subdivided into:
- (a) search of secondary data
- (b) case study
- (c) survey of experts.
- (a) descriptive research
- (b) causal or experimental research.
Descriptive research makes use of both case study and statistical study. Causal or experimental research seeks to unearth cause and affect relationships. A good causal research design seeks to minimize the interference of external variables while studying the relationship between variables.
A third type of research known as performance monitoring research that is an important component of marketing research activities of a firm typically requires a longitudinal research design (panel design), in which a fixed sample of population elements is measured repeatedly.
In the traditional panel, the same variables are measured every time, as opposed to an omnibus panel where different variables are measured each time. In both types of panels, the sample remains fixed.
Exploratory Research Design
Flexibility and creativity characterize exploratory research study since the aim of its investigation is to find new hypotheses. Hence, formal design is rare in this type of research and much is left to the creative imagination of the market researcher. He could conduct a study of secondary sources of information or get views from the experts or resort to case study analysis. Market researchers exercise their individual initiative in spotting and following leads in an organized way.
(A) Exploratory research using secondary sources of information
Many companies regularly conduct market research studies have maintained a record of research findings over the years, the access to which is both quick and economical for a market researcher. Looking for hypotheses, a market researcher could consult basic research findings reported in professional journals. Other fruitful sources of secondary data are public libraries, newspapers, government reports, trade journals, general books, etc. Computerization of database and quick search systems have made this type of research more organized, exhaustive and quick. At the same time there comes the problem of, information overload and market research is the only way of shifting the relevant information by use of creative solutions to get insights on which management can act.
(B) Exploratory research using expert opinions / individuals with ideas
Experts can give valuable insights into a marketing problem because of their experience with the problem at hand, ability to act as an observer and an ability to express ideas unlike any other individual. Despite the desire to find individuals with ideas, it is important not to concentrate the investigation only among the better educated or more articulate persons. A practical solution is to carry out exploratory research using a mix of cooperative, imaginative persons as well as randomly selected persons. Respondents should be given full freedom to respond to get new ideas. Various techniques called qualitative research techniques have been developed to unearth consumers’ beliefs, values, attitudes, feelings that influence consumer behavior. These qualitative techniques can be further divided into:
(a) Depth Interviews:
These are one to one interviews because most people do not have clear ideas why they make particular purchase decisions. Individuals normally do not report decisions. They normally do not report socially unacceptable motives. So market researcher in-depth interviews attempt to influence respondents to talk freely about their subject of interest. Market researcher leads and probes the topic to get additional information. As such respondents are not approached with a fixed list of questions but the researcher has an outline in mind. No two interviews will proceed the same way as, for example, in a structured questionnaire interview. The market researcher has the flexibility to probe beyond superficial reasons, this is its strong as well as negative point in the sense that it makes it difficult to compare results. There is total reliance on the skill of the market researcher which makes it expensive to hire such knowledgeable persons. Death interviews were discredited after being in limelight in Ditcher’s time but have been lately beginning to make a comeback ~ understanding the consumer better for better consumer service.
Direct questions to consumers about their attitudes or motives seldom elicit useful information. Direct questions do not measure the relative importance of the various types of reasons, and many individuals will not respond to what might be considered socially unacceptable.
Instead of approaching respondents with a fixed list of questions, the interviewer, in depth interviews, attempts to influence respondents to talk freely about the subject of interest. This is intended to put respondents at ease so they express any ideas they have on the subject. If some idea of interest is passed over too quickly, the interviewer may seek additional information by “probing”.
The advantages of depth interviews:They bring out information that would not be obtained in a normal interview. The interviewer has a great deal of flexibility and can use his ingenuity to stimulate respondents to reveal more of their attitudes and motives.
(A) Exploratory research using secondary sources of information
Many companies regularly conduct market research studies have maintained a record of research findings over the years, the access to which is both quick and economical for a market researcher. Looking for hypotheses, a market researcher could consult basic research findings reported in professional journals. Other fruitful sources of secondary data are public libraries, newspapers, government reports, trade journals, general books, etc. Computerization of database and quick search systems have made this type of research more organized, exhaustive and quick. At the same time there comes the problem of, information overload and market research is the only way of shifting the relevant information by use of creative solutions to get insights on which management can act.
(B) Exploratory research using expert opinions / individuals with ideas
Experts can give valuable insights into a marketing problem because of their experience with the problem at hand, ability to act as an observer and an ability to express ideas unlike any other individual. Despite the desire to find individuals with ideas, it is important not to concentrate the investigation only among the better educated or more articulate persons. A practical solution is to carry out exploratory research using a mix of cooperative, imaginative persons as well as randomly selected persons. Respondents should be given full freedom to respond to get new ideas. Various techniques called qualitative research techniques have been developed to unearth consumers’ beliefs, values, attitudes, feelings that influence consumer behavior. These qualitative techniques can be further divided into:
(a) Depth Interviews:
These are one to one interviews because most people do not have clear ideas why they make particular purchase decisions. Individuals normally do not report decisions. They normally do not report socially unacceptable motives. So market researcher in-depth interviews attempt to influence respondents to talk freely about their subject of interest. Market researcher leads and probes the topic to get additional information. As such respondents are not approached with a fixed list of questions but the researcher has an outline in mind. No two interviews will proceed the same way as, for example, in a structured questionnaire interview. The market researcher has the flexibility to probe beyond superficial reasons, this is its strong as well as negative point in the sense that it makes it difficult to compare results. There is total reliance on the skill of the market researcher which makes it expensive to hire such knowledgeable persons. Death interviews were discredited after being in limelight in Ditcher’s time but have been lately beginning to make a comeback ~ understanding the consumer better for better consumer service.
Direct questions to consumers about their attitudes or motives seldom elicit useful information. Direct questions do not measure the relative importance of the various types of reasons, and many individuals will not respond to what might be considered socially unacceptable.
Instead of approaching respondents with a fixed list of questions, the interviewer, in depth interviews, attempts to influence respondents to talk freely about the subject of interest. This is intended to put respondents at ease so they express any ideas they have on the subject. If some idea of interest is passed over too quickly, the interviewer may seek additional information by “probing”.
The advantages of depth interviews:They bring out information that would not be obtained in a normal interview. The interviewer has a great deal of flexibility and can use his ingenuity to stimulate respondents to reveal more of their attitudes and motives.
The disadvantages of depth interviews: No two interviewers will proceed in exactly the same way, thus it is difficult to compare results. This creates difficulty in securing respondents cooperation and increases costs. The depth interview is the difficulty and cost of interpretation?
- When the management wants to get a first person feel of consumer reactions on its marketing mix variables, a market researcher can convert a focus group with him/her acting as a moderator.
- The discussion is guided from the generic product category to the product specific category to the specific brand under consideration.
- The interviews are usually recorded so that the market researcher may not lose information while keeping the discussion on the track.
- Reports based on focus groups typically may contain direct quotations from the interview session. These can be highly useful and stimulating to marketing people.
- The guiding concept in selecting samples for focus groups is never to use only one focus group but to keep running groups until the researcher is getting no more ideas.
- Individuals for a focus group are selected on quota basis.
- A skilled modulator is crucial to the success of focus groups.
Focus groups too, like in-depth interviews, have their advantages like:
- Bringing out the inner motivations of the consumers.
- Letting the researcher have a first hand experience of the consumer reactions.
- Generating new ideas.
- Focus groups have their disadvantages too: Excessive reliance on the skills of the moderator.
Wrong combination of consumers in focus groups, resulting in no tangible output.
Using qualitative discussions quantitatively without checking them out.
(c) Projective Techniques:
In projective techniques interviewing, the respondents are asked to project themselves into a particular situation. The consumers then express different images they may have of competitive brands of a given product. A consumer may be asked to match a brand and a person’s image or asked for role reversal. It is another approach to getting respondents to reveal more than their surface feelings. For example, consumers might be asked such questions as.
If brand A were a motorbike, what would it be? If brand B were a TV, which one might it be?
The responses depend on the personality of a consumer. Every person has certain individual characteristics called basic personality. This basic personality is very stable and very difficult to change. These personality traits are present due to an individual’s biological make-up. A marketer should remember that it is not possible to predict an individual’s purchase behaviour based on his personality only. Nevertheless, by understanding the product or segment the market aims at the target group with certain major personality traits.
(d) Exploratory Research using Case Analysis:
Although this method has long since attracted skeptics ire because of its non-scientific nature, it is making a comeback. It involves the comprehensive study of one of a few specific situations and particularly the study of complex situations in which interrelations of several individuals are important. A situation is called a ‘case’.
The design of a research project is the plan that ties the data to the conclusions that will be drawn. This method is based on finding the differences and the similarities so as to find the answers. Case research is not a quantitative exercise but is used to enhance understanding. It requires a rare combination of judgment to select cases and insight in interpreting them. Its strong points are holistic orientation, real life situation, i.e., in case study method inferences are made on the entire picture and not some of its parts; all the people actually concerned with the problem are contacted and data is obtained informally as well.
The disadvantages are mainly owing to its time consuming procedure; heavy reliance on investigators and the absence of formal information gathering techniques resulting in very generalized and random information which might not be useful at all.
informative and educative article
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