SECONDARY SOURCES AND QUALITATIVE RESEARCH - PowerPoint PPT Presentation

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SECONDARY SOURCES AND QUALITATIVE RESEARCH
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SECONDARY SOURCES AND QUALITATIVE RESEARCH

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  1. SECONDARY SOURCES AND QUALITATIVE RESEARCH MKT525 L. Alwitt

  2. SECONDARY SOURCE DATA • Definition • Content • Locating secondary data sources

  3. KEY SECONDARY DATA SOURCES • U.S. Census • NAICS / SIC • Survey of Buying Power • Syndicated services

  4. EVALUATING SECONDARY SOURCE DATA • How well does it fit your information needs? • Accuracy of data? • How timely is the data? • Is it consistent with other data sources?

  5. QUALITATIVE RESEARCH: FOCUS GROUPS • Appropriate and inappropriate uses • Group characteristics • Moderator • Advantages and Disadvantages • Recent developments

  6. A GOOD FOCUS GROUP MODERATOR • Quick learner • Friendly leader • Knowledgeable but not all-knowing • Excellent memory • Good listener • Facilitator but not a performer • Flexible • Empathetic • ‘Big picture’ thinker • Good writer

  7. IN-DEPTH INTERVIEW • When to use one-on-one and when focus groups • Specialized techniques • ‘Motivation research’ techniques • Laddering • Repertory grid

  8. Means-end chains:examples

  9. Laddering: a method to elicit means-end chains • What are most important attributes when person selects a brand of a product/service? • With what benefit or consequence is each attribute associated? • With what value is each benefit associated? “You mentioned that Perrier is highly carbonated. Why is a lot of carbonation important to you?” (repeat for each response)

  10. Laddering • Select 2 most important factors • For each factor ask: • Why is X important to you? • What does X give you? • Record means-end chain for each factor

  11. Fortune, WSJ 7 Secrets of Successful People Smithsonian Glass and steel desk Gold ballpoint pen Stereo -classical music Art=Durer-”Knight Death, and Devil” Reader’s Digest Guns & Ammo Local newspaper Conan (sword/sorcery pb) Plastic desk organizers plastic Papermate pen Clock radio - oldies Framed posters on walls: Artist for Conan books (Frazetta) OBSERVATION