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Qualitative Marketing Research: Process and Research Design: Dr. Shee Lippell Bem2044 Research Methods

This document discusses qualitative marketing research processes and designs. It begins by defining the goals of qualitative research as understanding marketing problems and developing research approaches. It then discusses defining problems through discussions with stakeholders and analyzing secondary data. Research designs can be exploratory to provide insights or conclusive to test hypotheses. Key qualitative research methods include focus groups, interviews, and observations. The document also outlines ethical considerations in problem definition, research design, data collection, and reporting.

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65 views27 pages

Qualitative Marketing Research: Process and Research Design: Dr. Shee Lippell Bem2044 Research Methods

This document discusses qualitative marketing research processes and designs. It begins by defining the goals of qualitative research as understanding marketing problems and developing research approaches. It then discusses defining problems through discussions with stakeholders and analyzing secondary data. Research designs can be exploratory to provide insights or conclusive to test hypotheses. Key qualitative research methods include focus groups, interviews, and observations. The document also outlines ethical considerations in problem definition, research design, data collection, and reporting.

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Qualitative

Marketing
Research:
Process and
Research Design
DR. SHEE LIPPELL
BEM2044 RESEARCH METHODS
BEM2044 MODULE ELE PAGE FOR TERM 2

https://vle.exeter.ac.uk/course/view.php?id=13610
Aims and Objectives

§ The qualitative marketing research process


§ Qualitative research design
§ Ethics in marketing research
Defining the marketing research
problem and developing a
research approach
The correct diagnosis of marketing research
problems cannot be compromised.
Regardless of how well subsequent stages
are conducted, the whole process may be
worthless if the diagnosis is weak.

(Malhotra, et al. 2019)


The process of defining the
problem and developing
a research approach
Bank X: We are experiencing a loss of market share in France in corporate
Case Study: banking.
Defining the ¡ Researcher: Is it just France?
problem ¡ Bank X: No, but as we conduct the majority of our business there, the loss
is causing us the greatest amount of concern.
¡ Researcher: Why do you think you are losing market share?
¡ Bank X: We wish we knew!
¡ Researcher: How are your competitors coping?
¡ Bank X: We suspect that other French banks are also suffering, and the
multinational banks are capturing market share.
¡ Researcher: How do your customers feel about the quality of services you
deliver?
¡ Bank X: We recently attained our ISO 9000 for service quality, which we
are proud of!
¡ Researcher: But how does your service delivery compare with your
competitors?
Defining the problem
After a series of discussions with key decision-makers, analysis of
secondary data and business intelligence sources within the
bank and from other sources, the problem was identified as
follows:
Marketing decision problem. To improve the relationship experience
with clients both in face-to-face and online relationships in order
to arrest the decline in market share of Bank X.
Marketing research problem. Determine the relative strengths and
weaknesses in terms of relationship experiences of Bank X, vis-à-
vis other major domestic and international competitors in France.
This would be done with respect to factors that influence a
company in its choice of a bank to handle its transactions.
The process of defining the
problem and developing
a research approach
The role of
theory in
applied
marketing
research
Figure 2.5 Development of research questions and hypotheses
Components of the marketing research
proposal
Research design

There are a huge array of alternative


research designs that can satisfy research
objectives. The key is to create a design
that enhances the value of the information
obtained, whilst reducing the cost of
obtaining it.

(Malhotra, et al. 2019)


Research Design Definition

A research design is a framework or


blueprint for conducting the marketing
research project. It details the procedures
necessary for obtaining the information
needed to structure or solve marketing
research problems.
A classification of
marketing
research designs
PANADOL’S MOST SUCCESSFUL ADVERTISING CAMPAIGN

The research revealed that when consumers are looking for a


paracetemol pain relief product, they feel an emotional connection to
one brand over another
Differences between exploratory and causal research
Exploratory Conclusive

Objectives To provide insights and understanding of the To test specific hypotheses and examine relationships
nature of marketing phenomena

To understand To measure
Characteristics Information needed may be loosely defined Information needed is clearly defined

Research process is flexible, unstructured Research process is formal and structured


and may evolve

Samples are small Sample is large and aims to be representative

Data analysis can be qualitative or Sample is large and aims to be representative


quantitative Data analysis is quantitative

Findings/results Can be used in their own right Can be used in their own right

May feed into conclusive research May feed into exploratory research

May illuminate specific conclusive findings May set a context to exploratory findings

Methods Expert surveys Surveys

Pilot surveys Secondary data

Secondary data Databases

Qualitative interviews Panels

Unstructured observations Structured observations

Quantitative exploratory multivariate Experiments


methods
Summary of the uses of exploratory research designs

• Background information to a problem


• Formulate hypotheses
• Concept identification
• Screen ideas
• Identify salient behaviour and attitude patterns
• Understand belief and attitude structures
• Explore statistical differences
• Handle sensitive issues
• Issues that participants find difficult to articulate
• Data mine – uncover new connections
Summary of the uses of conclusive research designs
• Describe relevant groups
• Percentage exhibiting behaviour
• Count frequencies
• Represent larger populations
• Integrate findings from different sources
• Perceptions of products and services
• Compare findings over time
• Measure in a consistent manner
• Determine association amongst variables
• To make specific predictions
Qualitative Research Methods

• focus groups
• observational research
• In-depth interviews
Ethics in Marketing Research
¡ Ethical Issues in Problem Definition and Developing an
Approach
¡ Ethical Issues in Research Design
¡ Ethical Issues in Data Collection and Data Analysis
Overview of Ethical Issues in Marketing Research

1 Problem definition
- Using surveys as a guise for selling or fundraising
- Personal agendas of the researcher or client
- Conducting unnecessary research

2 Developing an approach
- Using findings and models developed for specific
clients or projects for other projects
- Soliciting proposals to gain research expertise
without pay
- Inaccurate reporting
Overview of Ethical Issues in Marketing Research (Cont.)

3 Research Design
- Formulating a research design more suited to the researcher's
rather than the client's needs
- Using secondary data that are not applicable or have been
gathered through questionable means
- Disguising the purpose of the research
- Soliciting unfair concessions from the researcher
- Not maintaining anonymity of participants
- Disrespecting privacy of participants
- Misleading participants
- Disguising observation of participants
- Embarrassing or putting stress on participants
- Using measurement scales of questionable reliability & validity
- Designing overly long/sensitive questionnaires
- Using inappropriate sampling procedures and sample size
Overview of Ethical Issues in Marketing Research (cont.)

4 Field Work
- Increasing discomfort level of participants
- Following unacceptable field work procedures

5 Data Preparation and Analysis


- Identifying and discarding unsatisfactory participants
- Using statistical techniques when the underlying
assumptions are violated
- Interpreting the results and making incorrect
conclusions and recommendations

6 Report Preparation and Presentation


- Incomplete reporting
- Biased reporting
- Inaccurate reporting
Conclusion

§ The qualitative marketing research process


§ Qualitative research design
§ Ethics in marketing research
QUESTIONS

RESEARCH METHODS
ADDITIONAL READING
¡ Chapters 2 and 3 in Malhotra, N. (2019). Marketing Research: An Applied
Orientation (7th Edition). Pearson.
¡ Chapter 4 in Collis, J., & Hussey, R. (2021). Business research: A practical guide
for undergraduate and postgraduate students (5th Edition). Red Globe Press.
¡ Cresswell, J.W. (2018). Qualitative, Quantitative and Mixed Methods Approaches.
5th edition, Sage Publications.

RESEARCH METHODS

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