Ch5-8 Summary

• Subjective

  Researcher-dependent results with the consequence that different researchers may reach different conclusions (meanings) based on the same interview
• Concept Testing


  A frequently performed type of exploratory research representing many similar research procedures all having the same purpose: to screen new, revised, or repositioned ideas
• Quantitative Marketing Research


  Addresses research objectives through empirical assessments that involve numerical measurement and analysis and / or computational analysis
• Quantitative Data


  Represent phenomena by assigning numeric values in an ordered and meaningful way
• Researcher-Dependent


  Research in which the researcher must extract meaning from unstructured responses such as text from a recorded interview or a collage representing the meaning of some experience
• Qualitative Data


  Data that are not characterized by number values and instead are textual, visual, or oral; the focus is on stories, visual portrayals, meaningful characterizations, interpretations, and other expressive descriptions
• Qualitative Marketing Research


  Research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement; its focus is on discovering true inner meanings and new insights
• Hermeneutic Unit


  Refers to a text passage from a respondent’s story that is linked with a key theme from within this story or a theme provided by the researcher
• Participant-Observation

  Ethnographic research approach where the researcher becomes immersed within the culture that he or she is studying and draws data from his or her observations
• Phenomenology


  A philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live
• Hermeneutics


  An approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself
• Word Cloud


  A graphical depiction of the frequency with which words occur; words occurring more frequently are shown in correspondingly large typeface. Others may use the term tag cloud to refer to the same thing
• Ethnography


  Represents ways of studying cultures through methods that involve becoming highly active within that culture
• Case Studies

  The documented history of a particular person, group, organization, or event
• Themes


  Identified by the frequency with which the same term (or a synonym) arises in the narrative description
• Netnography

  The application of ethnographic procedures to online phenomena
• Grounded Theory


  Represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records; the researcher asks the questions to him or herself and repeatedly questions the responses to derive deeper explanations
• Focus Group Interviews

  An unstructured, free-flowing interview with a small group of around six to ten people. Focus groups are led by a trained moderator who follows a flexible format encouraging dialogue among respondents
• Focus Group Interviews

  • Advantages: Speed and Ease, Piggybacking and Multiple Perspectives, Flexibility, and Scrutiny
• Moderator


  A person who leads a focus group interview and ensures that everyone gets a chance to speak and contribute to the discussion
• Piggyback


  A procedure in which one respondent stimulates thought among the others; as this process continues, increasingly creative insights are possible
• Streaming Media


  Consist of multimedia content such as audio or video that is made available in real time over the Internet or a corporate intranet
• Videoconference Focus Groups


  Marketing managers can watch on television rather than having to take a trip to a focus group facility
• Discussion Guide


  A focus group outline that includes written introductory comments informing the group about the focus group purpose and rules and then outlines topics or questions to be addressed in the group session
• Online Focus Group


  A qualitative research effort in which a group of individuals provides unstructured comments through some online medium
• Focus Blog

  A type of informal, ‘continuous’ focus group established as an Internet blog for the purpose of collecting qualitative data from participant comments
• Depth Interview


  A one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic
• Probing


  An interview technique that tries to draw deeper and more elaborate e
• Projective (Research) Technique

  An indirect means questioning enabling respondents to project beliefs and feelings onto a third person, an inanimate object, or a task situation
• Semi-Structured Interviews


  Written forms that ask respondents for short essay responses to specific open-ended questions. Respondents are free to write as much as or as little as they choose. Requires the researcher to prepare the questions (opening and follow-up questions) in advance
• Free-Association Techniques


  Record responders’ first (top-of-mind) cognitive reactions to some stimulus
• Probing


  An interview technique that tries to draw deeper and more elaborate explanations from the discussion
• Social Listening


  Marketing research using prompted or unprompted social media conversations to gather data
• Observation


  Unobtrusive data collection method in which the researcher watches a phenomenon and records notes describing the phenomenon (e.g. a behavior). Observation can be personal or mechanical; disguised or undisguised; structured or unstructured, etc
• Conversations

  An informal qualitative data-gathering approach in which the researcher engages a respondent in a discussion of the relevant subject matter
• Laddering


  A particular approach to probing asking respondents to compare differences between brands at different levels that produces distinctions at the attribute level, the benefit level, and the value or motivation level. Laddering is based on the classical repertory grid approach
• Word Association Tests


  A projective technique in which subjects are presented with a word and asked to indicate what other words come to mind
• Field Notes


  The researcher’s descriptions of what he/she actually observes in the field; these notes then become the text from which meaning is extracted
• Collages

  Respondents asked to assemble a collage, a pattern (larger picture, story, etc.) made by sticking pictures or materials on a surface, using images and symbols from selected sets of stimuli, or from magazines and newspapers of their choice, to represent their experience with some good, service, or brand; their thoughts/feelings about a phenomenon. Used to understand lifestyles and brand perceptions. Collages are then analyzed for meaning
• Picture Frustration


  A version of the TAT using a cartoon drawing in which the respondent suggests a dialogue in which the characters might engage