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1、Observation,Focus Groups,and Other Qualitative MeasuresXiao XiangBusiness School,Hunan Normal UChapter 8_2肖翔-湖南师范大学商学院 2010Categories of ResearchQualitative research通过观察人们的言谈举止来收集、分析和解释数据research involving collecting,analyzing,and interpreting data by observing what people do and sayQuantitative res
2、earch指调研中采用结构化的问题，得可选择的问题答案是事先确定的，有大量的受访者research involving the use of structured questions in which response options have been predetermined and a large number of respondents involvedPluralistic research_3肖翔-湖南师范大学商学院 2010Observation TechniquesObservation methods:techniques in which the researcher
3、relies on his or her powers of observation rather than communicating with a person in order to obtain informationTypes of observation:Direct versus indirect（Archives/Physical traces）Disguised versus undisguisedStructured versus unstructuredHuman versus mechanical_4肖翔-湖南师范大学商学院 2010Observation Techni
4、quesAppropriate Conditions for UseShort durationPublicFaulty recall conditionsAdvantages of Observational DataInsight into actual,not reported,behaviorsNo chance for recall errorBetter accuracyLess cost_5肖翔-湖南师范大学商学院 2010Observation TechniquesLimitations of Observational DataSmall number of subjects
5、Subjective interpretationsInability to pry beneath the behavior observedMotivations,attitudes,and other internal conditions are unobservedwe dont know why?_6肖翔-湖南师范大学商学院 2010Focus GroupsFocus groups are small groups of people brought together and guided by a moderator through an unstructured,spontan
6、eous discussion for the purpose of gaining information relevant to the research problem.The moderators task is to ensure that open discussion is“focused”on some area of interest.Focus groups are used to generate ideas,to learn the respondents“vocabulary,”to gain some insights into basic needs and at
7、titudes._7肖翔-湖南师范大学商学院 2010Focus Group Facility Floor Plan_8肖翔-湖南师范大学商学院 2010Operational Issues of Focus GroupsSize:6 to 12Who:homogeneousRecruiting:use incentivesSelection:what is purpose?Where:conducive to group discussionWhen moderator gets involved:earlyReporting results:report qualitative data_
8、9肖翔-湖南师范大学商学院 2010Focus Groups:Reporting and Use of ResultsFactors to remember when analyzing data:Some sense must be made by translating the qualitative statements of participants into categories and then reporting the degree of consensus apparent in the focus groupsDemographics and buyer behavior
9、characteristics of focus group participants should be judged against the target market profile to assess what degree the groups represent the target marketA focus groups analysis should identify major themes as well as salient areas of disagreement among the participants_10肖翔-湖南师范大学商学院 2010Pros and
10、Cons of Focus GroupsProsGenerate fresh ideasAllow clients to observe their participantsMay be directed at understanding a wide variety of issues Allow fairly easy access to special respondent groups ConsRepresentativeness of participantsInterpretation sometimes difficultHigh cost per participant_11肖
11、翔-湖南师范大学商学院 2010The Proper Use of Focus GroupsFocus groups should not be used when the research objective is to predict a specific number based upon sample data.Focus groups should be used when the research objective is to describe rather than predict.How do consumers describe a better package?How w
12、ould they describe their satisfaction with our service?How could they describe their ideas for an ad campaign?_12肖翔-湖南师范大学商学院 2010Types of Focus GroupsTraditional:Select 6 to 12 persons and meet in a dedicated room with one-way mirror for client viewing,for about two hours.Nontraditional:Online with
13、 client viewing from distant locations;may have 25 or even 50 respondents;allow client interaction;may take place in nontraditional locations._13肖翔-湖南师范大学商学院 2010Online Focus GroupsAdvantages:No physical setup is necessaryTranscripts are captured on file in real timeParticipants can be in widely sep
14、arated geographical areasParticipants are comfortable in their home or office environmentsThe moderator can exchange private messages with individual participants_14肖翔-湖南师范大学商学院 2010Other Qualitative TechniquesDepth interview（深度访谈）is a set of probing questions posed one-on-one to a subject by a trai
15、ned interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves a certain way.Protocol analysis（过程分析）involves placing a person in a decision-making situation and asking him or her to verbalize everything he or she considers when making a decision._15肖翔-湖南师范大
16、学商学院 2010Other Qualitative TechniquesProjective techniques（影射技术）involve situations in which participants are placed in(projected into)simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioningWord association testSentence comp
17、letionPicture testCartoon or balloon testRole-playing activity_16肖翔-湖南师范大学商学院 2010Sentence Completion ExampleFor college students,credit cards areCollege students use credit cards toWhen a college freshman gets a new credit card application,he/sheWhen a college student reaches the limit of his/her c
18、redit card he/she When a college senior gets a new credit card application,he/sheIf parents of college students learned about their childrens credit card situations,they would16INSTRUCTIONS.Write in words to complete each of the sentences below._17肖翔-湖南师范大学商学院 2010Other Qualitative TechniquesEthnogr
19、aphic research（民族志研究）:borrowed from anthropologydescriptive study of a groupObserving,interviewing,recording consumers behaviorResearchers must be“present and known”but not interfere with normal behavior.Physiological measurements（生理测试）:involves monitoring a respondents involuntary responses to marketing stimuli via the use of electrodes and other equipment Pupilometer 瞳孔计 眼动仪Galvonometer 电流计