市场调研Marketing research概要1.pptVIP

What is qualitative research? Definition: “techniques of data collection and analysis that rely on non-numerical data” (Cassell et. al., 2006: 162) Techniques focus on textual data or visual images Sounds, pictures, videos, music, songs, poetry, etc. Quantitative or Qualitative(complementary not competitive) Quantitative research focus: “the degree in which phenomena possess certain properties, states and characters”; Qualitative research focus: “the properties, the state and the character (i.e., the nature of phenomena)” (Labuschagne, 2003: 100) Closer to real life … Focus groups can be to detached from real life [artificial] Growth is observational research Accompanied shopping Sitting with internet shoppers Living with consumers Mystery shopping Direct human observation How it is done: Researcher behaves as a normal customer, and unobtrusively observes interactions Writes-up detailed field notes (including verbatim comments Analyses and compares observations Problems with direct human observation A time-consuming technique Potential for mistakes in registering what is going on Does not accurately gauge customer’s perception of the encounter (including situational factors) Research recall may be biased or limited Potential to observe covertly may be limited Danger of influence (“observer effect”) Consumer-to-consumer conversations Examined stranger conversations within an extended service experience Natural setting: observation of 65 rail journeys various routes (in UK) different times and days of week 300 pages of field notes Identified: 10 types of passenger behaviour various roles of C2C conversation: Operational and social conversation sequence patterns Video observation The researcher: observes and inconspicuously films encounters or just views the film Film: captures body language and tone of voice allows a focus on the early stage of the encounter before it is known to be a critical interaction can be viewed many times can be viewed by the