Professional Documents
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TABLE OF CONTENTS
Introduction .......................................................................................................................................................................... 3 Research Problem............................................................................................................................................................... 3 Appropriate Qualitative Technique for Obtaining Data ......................................................................................... 3 Rationale for Choosing In-Depth Interviews ..................................................................................................... 4 Detailed profiling of the Respondents for the Study ............................................................................................... 4 Relevant Questions to Facilitate Data Collection..................................................................................................... 5 Plan for carrying out analysis of Data.......................................................................................................................... 5 Expectations from the study ............................................................................................................................................ 6
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INTRODUCTION
The article talks about the brands in the deodorant category and the proposition they have created in the minds of the consumer as tool to charm and woo the opposite sex. It blames Axe and Wild Stone to attempt to project deodorants as sex magnets. Over time, the industry forgot what deodorants were originally intended to do. But the brand Fa has gone a slightly different route and has recently rolled out a campaign centred around 'the power of a hug'. The simple, but exuberant, hug, with your arms held out long in front of you before you envelop the other in a warm, tight embrace which shows the confidence you have when you are body odour-free. But later the article criticizes the brand for not marketing enough much in the digital marketing and social media networking. The article suggests to empower the digital leg of the brand by share your hug pictures online, getting people to hug each other on FB instead of poking them, create an app called 'Pass on a Hug'. Though only small numbers have seen the advertisement, it has been widely caught the attention of opinion-makers on social media.
RESEARCH PROBLEM
According to the critiques there is much power in the advertisement than the response it has got in social digital marketing forum. Fa should start a campaign in various tier I and tier II cities communicating the message of the ad. From the article following research question can be found
RQ1. What attitude consumers can have towards Fas Spray deo and hug your friend campaign? Further, how can the company sell the idea to more consumers and improve visibility thereby sales.
APPROPRIATE QUALITAT IVE TECHNIQUE FOR OB TAINING DATA
Qualitative technique that can be used in this case to obtain data is In-Depth Interviews. This technique involves conducting intensive individual interviews with a small number of respondents to explore their perspectives on a particular idea, program, or situation. In this technique we can ask respondents about the experiences they had in their life related to body odour their expectations related to the program, the thoughts they have concerning program operations, processes, and outcomes, and about any changes they perceive in themselves as a result of their involvement in the program.
Qualitative Marketing Research- Assignment Page 3
Formatted: Highlight
participant will be contacted and a convenient location and time will be determined for the interview. Prior to the interview the researcher will ask the participants to sign a consent form and completed a demographic form of relevant background data. For the purpose of the study we will chose respondents of different profiles but a balanced set of people. (say12 people; 6 males and 6 females) 2 users from each gender who are regular user of the brand, 2 from each gender aspiring to use the brand and 2 from each gender who use competent brands like Axe, Wild Stone. 12 people can be too small a set to understand the diversity. But you cant go with more interview, in such circumstances FGD will be of help.
1. Then the meanings will be organized into themes, and these themes will evolve into theme clusters, and eventually into theme categories. 2. A colour coded system will be used to highlight specific themes/categories to perform a preliminary analysis. Then, the researcher will write a rich and exhaustive description of the lived experience and from this the essential structure of the phenomena will be formulated Validation will be solicited from the participants to compare the researchers descriptive results with their lived experiences Triangulation from different data sources will be used to build a coherent justification for the themes. This description is presented in the data outcomes section
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