Focus Group Qualitative Primary Research Method Questions

Question Description

Scenario:You are working on a research project with the main research problem defined as:“What do business school deans in BC believe to be some of the biggest challenges faced by business schools in preparing students for success upon graduation?”

How would you design your research to help solve the problem as stated?Explain and justify the reason for your proposed design. If you are using any secondary research (internet) please cite your sources.Or, please be clear about any assumptions you are making.

Q.1If you could choose ONE type of qualitative primary research, which would you choose to support the research problem above?Explain or justify your answer.

Q.3How many participants might you have as part of your research?Provide an estimated number. Explain or justify your answer.

Q.4 What method would you use to analyze the results? Explain or justify your answer

.Learning Objectives Review LO 7.1 Explain the role and value of qualitative research in marketing Qualitative marketing research provides a marketer with a deep understanding of how customers think and behave, and why they do so. This is especially helpful when a company wants to generate new ideas, test concepts, and improve existing products. In most cases, the MRP is personally involved in gathering data through qualitative research techniques, so it is important to work with an MRP who is well-trained. In order to be cost-effective, qualitative research is conducted with a small sample that is usually not representative of the total population. Therefore, the results of qualitative research cannot be regarded as conclusive.

LO 7.2 Distinguish among various types of observational research and their marketing applications Observational research techniques involve watching subjects and interpreting their behaviour in relation to the research objective. When observing people in their natural environment, the MRP records their behaviours without interacting with them. While this can be timeconsuming when a particular behaviour of interest is slow to occur, one can have greater confidence that the observed behaviours are “real.” MRPs can also observe subjects in controlled environments. In simulations, participants are invited to a facility where the MRP observes them as they complete assigned tasks, such as preparing a meal with a limited set of ingredients. Another observational research technique that is conducted in a controlled environment is the experiment, which involves observing what occurs when a change is made to one or a few variables, such as changing a key food ingredient or rearranging a store layout.

While human observation is direct observation by human researchers, mechanical observation is conducted using technology, such as video cameras, check-out scanners, and web traffic monitors. Virtual reality (VR) is an emerging, cost-effective observational technique for simulating and testing a store’s layout instead of building the physical space. Ethnography involves the MRP studying a participant’s lived experience in their real-world or online environment. It is different from observational research in that the MRP is embedded in the participant’s natural environment and interacts with the participant directly. LO 7.3 Explain how to conduct depth interviews and focus groups for marketing research purposes Depth interviews are one-on-one conversations with a respondent in a quiet place for about 30 to 40 minutes and sometimes for up to two hours. The technique is especially useful when seeking to understanding members of a niche group. It also enables an MRP to observe visual cues like body language and eye contact.

While the MRP brings a set of prepared questions (an interview guide), they also ask additional questions (called probes) in order to clarify or build upon an answer. Consult the steps in this section for how to conduct a depth interview. Online depth interviews can save time and money, but also have drawbacks, including the reliance on a strong internet connection. A focus group is a moderated discussion among 8 to 10 carefully selected people for a few hours in controlled setting. Focus groups are especially useful for discussing product benefits and flaws, developing product concepts, and getting feedback on packaging and promotional campaigns. While online focus groups can save time and money, there are considerable disadvantages, especially related to the technology’s impact on group dynamics. The MRP leading the discussion is referred to as the moderator. The moderator builds upon group dynamics, in which participants react to each other’s opinions, experiences, and ideas, to uncover new insights and move the discussion forward.

Review this section for ways in which a moderator will “create a spark” with participants. LO 7.4 Use basic projective techniques for marketing research A projective technique is an indirect way of understanding a person’s underlying feelings and beliefs. Results should be regarded as directional only. While there are over a hundred projective techniques being used in marketing research, the more commonly used ones include: 1. Word or image association – Participants are shown a word or image stimulus and say what immediately comes to their mind. 2. Sentence completion – Participants are shown part of a statement and are asked to complete it with what immediately comes to their mind. 3. Photo sort – Participants are shown a set of images that (unbeknownst to the participant) represent a range of emotions, personalities, and values.

Participants are asked to select the image(s) that represents how they feel about a certain topic. 4. Cartoon test – Participants are shown a cartoon or picture that depicts a scenario and are then asked to write a story about it or to write the dialogue or thoughts of the characters in it. 5. Thematic apperception test (TAT) – Participants are shown a series of images of people in a situation and then asked to explain what they believe one character is saying or thinking, along with what will happen next. 6. Brand obituary – Participants are asked to imagine that a brand has “died” and to write its obituary. This requires reflection upon the brand’s history, legacy, trials, partners, and reasons for its demise. 7. Withdrawal – Participants are asked to describe what life would be like if a particular brand or type of product suddenly ceased to exist. LO 7.5 Analyze and interpret qualitative data The steps in the process of analysis and interpretation are as follows: 1. Read for themes (coding) 2. Organize the themes 3. Determine a hierarchy 4. Interpret the themes 5. Summarize the results.

Do you have a similar assignment and would want someone to complete it for you? Click on the ORDER NOW option to get instant services at

Do you have a similar assignment and would want someone to complete it for you? Click on the ORDER NOW option to get instant services at We assure you of a well written and plagiarism free papers delivered within your specified deadline.