XMBA564 – Marketing

Research

Part II
 Marketing Research Process
Identification of
the problem and
statement of
research
objectives Data
Sources

Creation of the
research design Secondary Primary
Data Data

Qualitative Quantitative
Choice of method of Data Data
research
Depth Projective
Focus group Survey Observation Experiment
Interviews Techniques

Selection of the
sampling procedure Sentence Word Third Person
Photo Sorts Cartoon Personification
Completion Association Technique

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research
objectives

Creation of the
research design

Choice of method of
research

Selection of the
sampling procedure

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research FOCUS GROUP
objectives

Definition: A group of 8 to 12 participants who are led by a

Creation of the moderator in an in-depth discussion on one particular topic
research design
or concept.

Goal: To learn and understand what people have to say

Choice of method of
research and why. Get people to talk at length and in detail
about the subject at hand.

Selection of the
sampling procedure

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research
objectives
Some Key Characteristics of
Creation of the
research design Focus Groups

Choice of method of
• Good for idea generation, brainstorming, and understanding customer
research vocabulary

• Can be helpful in gaining insight to motives, attitudes, perceptions

Selection of the
sampling procedure
• Can reveal needs / likes and dislikes / prejudices driven by emotions

Collecting and
• Group dynamics: the moderator must manage this factor deftly
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and Focus Group Steps
statement of
research
objectives
 Step 1: Decide on the key focus group objectives
Creation of the
• Determine key focus group discussion topics and
research design questions
• May use secondary research to hone questions
 Step 2: Select focus group participants
Choice of method of
research
 Step 3: Select a moderator
 Step 4: Conduct the focus group
Selection of the
sampling procedure  Step 5: Review the video tape and analyze the
results
Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of Focus Group Steps
research
objectives
 Step 2: Select focus group participants
Creation of the Characteristics:
research design
 What kind of information is required and thus should be
collected from whom (e.g., demographics, lifestyle, or
Choice of method of usage rate)
research  Participants must be screened for relevance to the topic
 Homogenous groups provide the most accountable and
therefore usable output
Selection of the  People who do not know each other
sampling procedure
 Avoid heavy responders (being surveyed almost once a
month)
 Potential opinion leaders are best
Collecting and
analyzing the data
Number of participants: 8-12
Assoc. Prof. Dr. Tuğba Tuğrul
 Marketing Research Process
Identification of
the problem and
statement of Focus Group Steps
research
objectives
 Step 3: Select a moderator
Creation of the
research design A person hired by the client to lead the focus group; this person
should have a background in psychology or sociology or, at
least, marketing.
Choice of method of
research Characteristics:
 Good listening skills: ability to hear what is being said and not
being said
Selection of the  Good observation skills: interpret body language
sampling procedure  Acceptance and appreciation for the differences in people
 Objectivity; remaining open to the ideas and feelings of others
 Do not let any participant to try to dominate discussions while
Collecting and others do not like to speak out in group settings
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of Focus Group Steps
research
objectives
 Step 3: Select a moderator
Creation of the
research design Create moderator's guide to include:

Timetable for each topic, clear goals/questions to be

Choice of method of
answered
research Strategy for keeping group on task/focused
Managing the group dynamics is critical

Selection of the
sampling procedure

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of Focus Group Steps
research
objectives
 Step 4: Conduct the focus group
Creation of the
research design Duration:
 Shorter: 60 minutes
 Average: 90 minutes
Choice of method of
 Longer: 120 minutes and above
research
Managers prefer shorter focus groups

Selection of the Longer groups get more things done in a single session, and
sampling procedure allows the respondents to get more involved–in more time-
consuming tasks and interact more extensively

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of Focus Group Steps
research
objectives
 Step 4: Conduct the focus group
Creation of the
research design Length is intertwined with a second key factor–number of
questions in the discussion guide

Choice of method of Response Time per Question per Respondents

research

Selection of the
sampling procedure

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research DEPTH INTERVIEWS
objectives

Definition: One-on-one interviews that probe and

Creation of the elicit detailed answers to questions, often using non-
research design
directive techniques to uncover hidden motivations,
beliefs, attitudes and feelings on a topic.
Choice of method of
research

Lets watch an example of in-depth interview

Selection of the
sampling procedure

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Advantages of IDIs
 Group pressure is eliminated
 Respondent feels important and truly wanted because of personal one-on-
one situation
 Respondent attains a heightened state of awareness because he or she has
constant interaction with the interviewer
 Longer time is devoted to individual respondents, thus encouraging
revelation of new information
 Respondents can be questioned at length to reveal feelings and
motivations
 Individual interviews allow greater flexibility to the direction of questioning
 The interviewer becomes more sensitive to nonverbal feedback
 A singular viewpoint can be obtained without influence from others
 Interviews can be conducted anywhere

Assoc. Prof. Dr. Tuğba Tuğrul

 Disadvantages of IDIs

 More expensive than focus groups

 Do not generally have the same degree of client involvement as
focus groups
 Do not cover much material in one day: the interviewer can only
do four to five interviews per day
 Do not allow for a group discussion and resolution
 Some respondent reactions cannot be generated from a one-on-
one session.

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research PROJECTIVE TECHNIQUES
objectives

Creation of the
research design Definition: An unstructured, indirect form of questioning
that encourages respondents to project their underlying
motivations, feelings, beliefs or attitudes regarding the
Choice of method of issues of concern.
research

Goal: Used to investigate below surface response to obtain

true feelings, meanings, and motivations by
Selection of the
sampling procedure
penetrating a person’s defense mechanisms.

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research PROJECTIVE TECHNIQUES
objectives

Creation of the Sentence and Story Completion Tests

research design
 Respondents are asked to complete an incomplete story
or groups of sentences in their own words.
Choice of method of
research
1. Best Buy is…
2. The people who shop at Best Buy are…
3. Best Buy should really…
Selection of the Some researchers
sampling procedure
4. I don’t understand why Best Buy doesn’t… consider it as the most
5. The last time I was at Best Buy…. useful and reliable of all
6. When a think of shopping at a department store, I ….. projective techniques

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of PROJECTIVE TECHNIQUES
research
objectives
Word Association Tests
Creation of the  Interviewer reads a word to e respondent and asks him/her to
research design
mention the first thing that comes to mind.
 If respondents fail to answer within three seconds, some emotional
Choice of method of
involvement with the word is assumed.
research  Used to select brand names, advertising campaign themes and
slogans

Selection of the
sampling procedure

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul http://similarminds.com/word/

 Marketing Research Process
Identification of
the problem and
statement of PROJECTIVE TECHNIQUES
research
objectives
Third Person Technique
Creation of the  Rather than directly asking respondents what they think,
research design researchers couch the question in terms of “your neighbor”, “most
people”, or some other third party.
 The easiest projective technique to apply.
Choice of method of  Used to avoid questions that might be embarrassing or evoke
research
hostility if posed directly to a respondents.

Why don’t you fix a nutritionally balanced breakfast for your children?
Selection of the
sampling procedure
Why don’t many people provide their families healthy breakfast?

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of PROJECTIVE TECHNIQUES
research
objectives
Photo Sorts
Creation of the  A respondent sorts photos of different types of people, identifying
research design those people who she or he feels would use the specified product
or service.
 Used to determine a brand or company’s personal image.
Choice of method of
research

Selection of the
sampling procedure

Collecting and
analyzing the data What types of customers the brand seemingly attracts: BMW and Mercedes Customers

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of PROJECTIVE TECHNIQUES
research
objectives
Cartoon Tests
Creation of the  A respondent fills in the dialogue of one of two characters in a
research design cartoon.
 Used to measure attitude toward a brand or product

Choice of method of
research

Selection of the
sampling procedure

LcWaikiki’den sana
Arkadaşının doğum günü
Collecting and içiçn giyecek birşeyler
analyzing the data alalım.

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of PROJECTIVE TECHNIQUES
research
objectives
Personification
Creation of the  Involves drawing a comparison between a product and a person.
research design  The researcher encourages the participant to discuss such things as
person’s values, beliefs, goals, lifestyle, appearance, age,
occupation, socioeconomic status, and hobbies and interests.
Choice of method of
research

If BMW was a person, how would you describe that person?

Selection of the
sampling procedure

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research
objectives

Creation of the
research design

Choice of method of
research

Selection of the
sampling procedure

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research
objectives Data
Sources

Creation of the
research design Secondary Primary
Data Data

Qualitative Quantitative
Choice of method of Data Data
research
In-depth Projective
Focus group Survey Observation Experiment
Interviews Techniques

Selection of the
sampling procedure Sentence Word Third Person
Photo Sorts Cartoon Personification
Completion Association Technique

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research Survey
objectives
 Respondents are asked to answer a set of questions in a written
Creation of the or oral format
research design  It is the one of the most frequently used primary data collection
technique.

Choice of method of
research Survey
Methods

Telephone Personal Mail Electronic

Interviewing Interviewing Interviewing Interviewing
Selection of the
sampling procedure Computer- Mall Computer-
Traditional In-home Mail Mail panel E-mail Internet
assisted intercept assisted

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and A COMPARATIVE EVALUATION OF SURVEY METHODS
statement of
research
objectives Criteria Telephone Personal Mail Electronic
(CATI) (mall-intercept) (e-mail) (internet)

Creation of the
research design Cost Moderate High low Low
Speed High M to High High Very high
Response rate Moderate High Moderate High
Choice of method of Obtaining sensitive M to High Low Moderate High
research
information
Social desirability Moderate High Moderate Low

Selection of the Control of data Moderate High Low Low

sampling procedure collection
environment
Potential for Moderate High None None
Collecting and interviewer bias
analyzing the data Flexibility of data M to High High Low M to High
collection
Assoc. Prof. Dr. Tuğba Tuğrul
 Marketing Research Process
Identification of
the problem and
statement of
research
objectives

Creation of the
research design WHAT SHOULD BE THE LENGTH OF A
SURVEY?
Choice of method of
research
The amount of time it takes the average respondent to complete
the survey.

Selection of the
sampling procedure

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research According to Internet panel respondents
objectives

Creation of the
research design

Choice of method of
research

Selection of the
sampling procedure
The trick is to match the survey technique to the length of the questionnaire.

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research Observation
objectives
 The systematic process of recording patterns of occurrences or
Creation of the behaviors without normally communicating with the people
research design involved (mystery shopping is an exception)

Choice of method of Conditions for Observation:

research
 The needed information must be either observable or inferable.

Selection of the  The behavior should be repetitive, frequent, or in some manner predictable.
sampling procedure
 The behavior must be relatively short in duration.

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research Natural vs. Contrived:
objectives • Is the setting made up by the researcher or are you
observing a naturally occurring event?
Creation of the
research design Open vs. Disguised:
• Does the subject know the purpose of the research?

Choice of method of Direct vs. Indirect:

research • Observing current behavior or analyzing past behaviors
• Garbologist sort through people’s garbage to analyze household
consumption patterns.
Selection of the
sampling procedure
Human vs. Machine:
• Can a machine better capture data or not?

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research Types of Observations
objectives
Quantitative Observation
Creation of the  Television Audience Measurement
research design  Eye Tracking
 Internet Tracking

Choice of method of Qualitative Observation

research
 Facial Action Coding Service
 Mystery Shopping

Selection of the
sampling procedure

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul

 Can You Spot a Fake?

Which One Is Fake?

• Is it even clear if consumers like what you’re selling? Some might tell you they like your product
even if they don’t. Who’s really interested and who’s just being polite?
• A true smile will involve the eyes as well as the mouth. Also, a true smile will curve the lips while a
fake smile won’t. In a fake smile, the corners of the mouth will move outward, not upward.

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research EXPERIMENT
objectives

Experiment: A research approach in which one variable is manipulated

Creation of the
research design and the effect on another variable is observed.

Key Variables:
Choice of method of • Independent: variables one controls directly such as price,
research
packaging, distribution, product features, etc.

• Dependent: variables one does not directly control such as sales

Selection of the or customer satisfaction - (might control them by manipulating the
sampling procedure
independent variable)

• Treatment: the independent variable manipulated during and

Collecting and
analyzing the data experiment to measure its effect on the dependent variable

Assoc. Prof. Dr. Tuğba Tuğrul

 Marketing Research Process
Identification of
the problem and
statement of
research
objectives
Experimental Design: A test in which the researcher has control over and
Creation of the
manipulates one or more independent variables.
research design

Treatment Variable: The independent variable that is manipulated in an

Choice of method of
research experiment.

Selection of the
sampling procedure Experimental Effect: The effect of the treatment variable on the dependent
variable.

Collecting and
analyzing the data

Assoc. Prof. Dr. Tuğba Tuğrul