DESIGNING PRIMARY RESEARCH

QUALITATIVE RESEARCH
Depth interviews, Focus groups, Discussion guides, Projective techniques,
Online focus groups

Primary research is defined as a methodology used by researchers to collect data

directly, rather than depending on data collected from previously done research.
Technically, they “own” the data. Primary research is solely carried out to address
a certain problem, which requires in-depth analysis.

 Attempts to broaden and/or deepen our understanding of

how things came to be the way they are in our social world.
When you want to have the context of a problem, in-depth interviews allow you to
evaluate different solutions to manage the research process while assisting in data
analysis.

A focus group is best defined as a small group of carefully selected participants

who contribute to open discussions for research
The group might look at new products, feature updates, or other topics of interest
to generalize the entire population’s reaction

 In an emerging market like India integrated marketing communication should be

formulated taking into consideration the values that are associated with culture
especially when they have been an important part of the advertising scenario for
several decades
 the analysis of advertisements of several categories or brands clearly shows that
there are specific cultural values that are used by most advertisements celebrity
orientation family orientation family hierarchy orientation utility and group affiliation
are some of the cultural values that are common to several advertisements these
values may be called as cultural interference values as they serve to integrate
marketing communication with prevalent culture in the market the ritual setting adds
me into the perception of as the advertisements containing cultural values the ritual
setting can vary from brand to brand and from category to category it needs to
be formulated based on the type of target segment for the respective brand
 the ritual setting is also important in identifying the extent to which cultural
values are portrayed in the advertisement there are categories where utilitarianism is
not very explicit such brands are driven by hedonic motivation rather than
utilitarianism hence the ritual setting may be more pronounced to project the cultural
values in the advertisement to a greater extent than compared to categories that offer
tangible benefits