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Chapter 3 Lesson 3.1 - 082508

Chapter 3 discusses market research methodologies, focusing on focus group discussions (FGDs) and observation techniques. FGDs are effective for understanding consumer perceptions and generating ideas, while observation allows researchers to gather data on customer behavior in natural settings. Each method has its advantages and disadvantages, with FGDs providing insights into motivations and observations capturing real-time actions.

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9 views18 pages

Chapter 3 Lesson 3.1 - 082508

Chapter 3 discusses market research methodologies, focusing on focus group discussions (FGDs) and observation techniques. FGDs are effective for understanding consumer perceptions and generating ideas, while observation allows researchers to gather data on customer behavior in natural settings. Each method has its advantages and disadvantages, with FGDs providing insights into motivations and observations capturing real-time actions.

Uploaded by

francisvolante17
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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CHAPTER 3: GETTING

TO KNOW THE
MARKET
LESSON 3.2: MARKET
RESEARCH (METHODOLOGIES)
FOCUS GROUP DISCUSSION
(FGD)
•One of the most common qualitative
research tools.
•It is effective in extracting consumer
and non-consumer experiences
regarding products, places, and
programs.
•This can also be used for generating
FGD CAN BE USED TO ADDRESS
SUBSTANTIVE ISSUES SUCH AS:

•Understanding consumer’s perceptions,


preferences, and behavior concerning a
product category;
•Obtaining impressions on new product
concepts;
•Generating new ideas about older
FGD CAN BE USED TO ADDRESS
SUBSTANTIVE ISSUES SUCH AS:

•Developing creative concepts and copy


material for advertisements;
•Securing price impressions; and
•Obtaining preliminary consumer
reaction to specific marketing
programs.
FGD IS…
•An interview by a facilitator of a
small group of people that normally
lasts for an hour and a half up to
three hours
•Its participants are selected
because of their knowledge of the
FOUR KEY DECISIONS TO BE
MADE:
•Respondent Selection
•Sample Size
•Data Gathering
•Data Analysis
RESPONDENT SELECTION
INCLUDES:
•1. Definition of the
respondents;
•2. The classification of the
respondents; and
•3. The screening of
SAMPLE SIZE
•The number of respondents
per group should range from
six to eight, depending on
the skill of the facilitator and
the topic being discussed.
DATA GATHERING METHODS
IN FGD INVOLVES:
1.The selection and the preparation of
the venue and equipment;
2.The formulation of the discussion
agenda; and
3.Afacilitator who is very skilled in
moderating and possesses the ability
DATA ANALYSIS INCLUDES:
•1. The integration of the
information gathered;
•2. Some observations on
respondent behavior; and
•3. listing of recommendations and
report writing
OBSERVATION TECHNIQUE
•It is probably one of the best
ways of gathering data about
customers in natural setting
without having to interact or talk
to them.
•Recording the event as it
happens may be the best
means to capture the
information. However, the
researcher must be
discreet so as not to
CONDITIONS TO BE MET ON
OBSERVATION:
•1.
The needed information must be
observable or inferable from the
behavior that can be observed.
•2.
The subject matter contains some
sensitivity that needs detached
observation
CONDITIONS TO BE MET
ON OBSERVATION:
•3. The behaviors of interest must
be repetitive, frequent, or
predictable in some manner.
•4. The behaviors of interest must
be of a relatively short duration
ADVANTAGES OF
OBSERVATION RESEARCH
•It allows the researcher to see
what customers actually do rather
than rely on what they say , they
do.
•It allows the researcher to observe
•It does not subject the
researcher to the
unwillingness of customers or
their inability to reply to
certain questions.
•Some information are better
gathered quickly and
DISADVANTAGES OF
OBSERVATION
RESEARCH
•In general, the researcher can only
see the outside behavior of the
customer, but cannot determine
the inner motivation of the
customer
1.The researcher cannot get the reasons
behind the behavior
2.The researcher can only focus on the
“here and now”. It cannot cover the
past nor cover the future.
3. Finally, the observation technique
may border on the unethical because
the respondents have not agreed to be

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