Presentation of the results

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1 MARKETING RESEARCH FACULTY OF ENGINEERING MANAGEMENT Ph.D., Eng. Joanna Majchrzak Department of Marketing and Economic Engineering Mail: Meetings: Monday 9:45 11:15 Thursday 15:10 16:40 Room 316, Strzelecka Street Marketing Research 1

2 Presentation of the results EXCEL 1, 2,., 7 exercise 1.1. worksheet Research method 1.2. worksheet Data 1.3. worksheet Data analysis 1.4. worksheet Main results joanna.majchrzak@put.poznan.pl Statistical publications and Publications and reports of organizations Personal interview Questionnaries Observation 1.5. worksheet Conslusion Marketing Research 2

3 A depth interview A depth interview is an unstructured, direct, personal interview in which a single respondent is probed by an experienced interviewer to uncover underlying motivations, beliefs, attitudes and feelings on a topic. Marketing Research 3 Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied Approach, Pearson Education Limited.

4 A depth interview Applications of depth interviews: - detailed probing of the respondent customer Objective: - product quality or marketing communication development Research object: - product characteristics? - user characteristics? Technique: - Laddering - Projective technique Marketing Research 4 Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied Approach, Pearson Education Limited.

5 Research method Define the product quality Marketing Research 5

6 The general qualitative methodology The definition of the quality Quality is a set of attributes (Mantura, 2012) Q = a 1, a 2, a 3, The infinite set of features is noticed in terms of material objects when the full recognition is impossible. Q = a 1, a 2,, a n The finite set of attributes is noticed in terms of abstract objects or when some simplification is assumed. Q = The empty set of attributes is noticed when we know nothing about the object and that situation is usually the starting point to the observation and research.

7 The general qualitative methodology The axiom of the object recognition through the quality THE QUALITY THE OBJECT THE PERSON Q O = a 1 O, a 2 O,, a n O,

8 The general qualitative methodology THE SET OF FEATURES THE OBJECT Select the set of attributes accorting to the research objectives Note: The set of attribute is infinitive due to the various perspective of recognition.

9 Research method Define the product quality Present the interview scenario the clients the potential clients the experts Data about the respondent: Marketing Research 9

10 Interview scenario (for 20 minutes) 1.Introduction (name and surname, subject, recording) 2.Warm-up (information about the respondents, facts and experiences) 3.Essential questions - Form of product usage, advantages or disadvantages of the several brands, the reason of the specific products selection, positioning, - Laddering, - Projective technique, 4.Additional questions (opinion about the selected form of the marketing communication) 5.Ending (information, ask if the respondent would like to add sth) transcription Marketing Research 10

11 transcription Dictaphone Marketing Research 11

12 Laddering A technique for conducting depth interviews in which a line of questioning proceeds from product characteristics to user characteristics. Marketing Research 12

13 Laddering the link between products and the consumer s perception process, how consumers translate product attributes, through personal meanings associated with them, theories of consumer behavior -> the consumption acts produce consequences for the consumer, consumers learn to associate these consequences to specific product attributes. These associations are reinforced through consumers buying behavior and, as a result, they learn to choose products that have certain attributes in order to obtain the consequences they desire. Marketing Research 13 Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied Approach, Pearson Education Limited.

14 Laddering There are two features: 1. Motivation. The laddering technique focuses upon generating insight to the motives behind consumption of certain products. 2. Cognitive structure. The connection between tangible product attributes and more abstract cognitive structures that involve the physical and emotional consequences derived from these attributes. Attributes > Consequences > Values (A C V) Marketing Research 14 Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied Approach, Pearson Education Limited.

15 Laddering The interview revolves around three basic questions based on the A C V chain. The questions posed would be: 1 Values: How important is this for you? (e.g. health) 2 Consequences: What does this difference mean? (e.g. not fattening) 3 Attributes: What is different about these alternatives? (e.g. low calories) Marketing Research 15 Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied Approach, Pearson Education Limited.

16 Laddering Comparisons of the consumer s choice alternatives. Different products used for the same purpose. Elements that can affect consumer choices: For example: electric toothbrush and a conventional toothbrush, varieties in a product line such as full-fat and skimmed milk, product brands such as Heineken and Amstel beer, kinds of packaging such as wine in bottles and in cartons. Marketing Research 16 Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied Approach, Pearson Education Limited.

17 Probing Probing can be done by asking general questions such as Why do you say that?, That s interesting, can you tell me more? Would you like to add anything else? Probing can also be more specific, At what point do you feel your relationship with Bank X started to deteriorate? Marketing Research 17 Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied Approach, Pearson Education Limited.

18 Interview scenario (for 20 minutes) 1.Introduction (name and surname, subject, recording) 2.Warm-up (information about the respondents, facts and experiences) 3.Essential questions - Form of product usage, advantages or disadvantages of the several brands, the reason of the specific products selection, positioning, - Laddering, - Projective technique, 4.Additional questions (opinion about the selected form of the marketing communication) 5.Ending (information, ask if the respondent would like to add sth) transcription Marketing Research 18

19 Projective technique An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes or feelings regarding the issues of concern. Association techniques, Word association, Completion techniques, Sentence completion, Story completion Construction techniques, Picture response techniques Expressive techniques Brand personality Third-person technique Marketing Research 19 Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied Approach, Pearson Education Limited.

20 Consumer attitudes toward Nescafé instant coffee Mason Haire, 1950 the motives exist which are below the level of verbalization because they are socially unacceptable, difficult to verbalize cogently, or unrecognized, the motives were intimately related to the decision to purchase or not to purchase, it was possible to identify and assess these consumer motives in an indirect manner. Marketing Research 20 Ross B. Steinman, Projective Techniques in Consumer Research, International Bulletin of Business Administration, ISSN: X Issue 5 (2009), EuroJournals, Inc.

21 Consumer attitudes toward Nescafé instant coffee Maxwell House Coffee shopper was depicted frequently in a positive manner Shoppers were more often viewed as a good housewife by respondents than those who had Nescafé instant coffee on their list. Respondents viewed the Nescafé shopper as: lazy, sloppy, and an inefficient household planner and scheduler. Marketing Research 21 Ross B. Steinman, Projective Techniques in Consumer Research, International Bulletin of Business Administration, ISSN: X Issue 5 (2009), EuroJournals, Inc.

22 Source Ross B. Steinman, Projective Techniques in Consumer Research, International Bulletin of Business Administration, ISSN: X Issue 5 (2009), EuroJournals, Inc. Marketing Research 22

23 Completion techniques In completion techniques, respondents are asked to complete an incomplete stimulus situation. Sentence completion. A projective technique in which respondents are presented with a number of incomplete sentences and are asked to complete them. Story completion. A projective technique in which respondents are provided with part of a story and are required to give the conclusion in their own words. Marketing Research 23 Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied Approach, Pearson Education Limited.

24 Example: Sentence completion In the context of the launch of the euro, the following incomplete sentences may be used. A manager who does not plan to track their company s transactions using the Internet is A manager who selects a new bank based on the lowest price is. ABN AMRO is most preferred by.. When I think of dividing business between banks, I Marketing Research 24 Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied Approach, Pearson Education Limited.

25 Marketing Research 25 Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied Approach, Pearson Education Limited. Example: Story completion A finance director had been conducting business with a leading Norwegian bank for over 10 years. Her company was planning to make more use of the Internet to manage transactions. The manager that was her main contact at the bank knew little of the applications and benefits of the Internet for her business. So, she spent three months in talks with a variety of software suppliers, primarily trying to get over the problem of integrating new software with the systems she already had. After going through a major selection process and being at the point where she was about to commit her company, another department of the bank contacts her with an Internet solution that solves her integration problems at a much cheaper price compared with her selection process. What is the finance director s response? Why? The respondent s completion of this story will reveal characteristics of the relationship she enjoys with the bank. Why, after such a lengthy relationship, may the bank take the business for granted? What role is expected of the bank manager? What must happen in a relationship to get it to the point when switching to another bank is inevitable, whatever the costs?

26 Data blank worksheet Dictaphone Marketing Research 26

27 Analysis The most interesting respons from the interview Copy Paste form the transcript Marketing Research 27

28 Results Research object: - product characteristics? - user characteristics? - marketing communication? Marketing Research 28

29 Review and Discussion Questions - Review and Discussion Questions? Promotion & Negotiation and Sales Technique 29