Содержание
- 2. How are you feeling today? ⓘ Start presenting to display the poll results on this slide.
- 3. What will we cover today? Why to carry out qualitative research? Examples of qualitative research Structuring
- 4. Importance of undercovering consumer mindset Understanding current & desired brand knowledge for managing brands Deep understanding
- 6. Why to carry out qualitative research? Understand consumer motives Aim to explore Test new ideas and
- 7. Qualitative research techniques
- 8. Qualitative research techniques Source: brandautopsy.com Ernest Dichter (1907-1991) is best known as a marketing researcher who
- 9. Qualitative research impact
- 10. Sometimes it is better to observe rather than ask How long do you vacuum? Answer: more
- 11. People report that they eat healthier than they actually do in reality Examine trash Home visit
- 12. Technique 1 – Free associations What comes to your mind when you think of “insert brand
- 13. Technique 2 – Projective technique When hard to uncover true feelings and beliefs https://study.com/academy/lesson/projective-tests-in-qualitative-marketing-research.html Bread Cereal
- 14. Technique 2 – Projective technique https://study.com/academy/lesson/projective-tests-in-qualitative-marketing-research.html What is he saying? Thinking? Feel out the bubbles A.
- 15. What he is saying? or thinking? ⓘ Start presenting to display the poll results on this
- 16. Technique 3 – Zaltman metaphor elicitation technique “Olson Zaltman: Intro to ZMET.” YouTube, uploaded by Olson
- 17. Technique 3 – Zaltman metaphor elicitation technique Describe each picture Triad task to identify common concepts
- 18. Technique 4 – Projective technique Brand personality and values If Brand becomes a person? Animal? Occupations?
- 19. If WIUT becomes an animal, what animal would it be? ⓘ Start presenting to display the
- 20. Examples of qualitative studies The most popular type of research to gather customer insight into current
- 21. Sunsilk case Why it is not selling?
- 22. Sunsilk is a global hair care brand that helps young women (18-30) to stay on top
- 23. To understand how consumers perceive product, price, place, promotion strategy of Sunsilk. To understand Sunsilk’s perception
- 24. Methodology: Focus group interview Sample: 4 focus groups: 2 groups consisting of respondents that have tried
- 25. Protex case Identify barriers and consumer attitude
- 26. Background & Research Objectives Consumption and penetration of soap is high in CACE countries. However Antibacterial
- 27. 23 A total of 4 FGDs, each with 6-7 respondents, were conducted in Tashkent city and
- 28. Examples of qualitative studies The most popular type of research to gather customer insight into current
- 29. Ucell case How to improve our service for B2B clients?
- 30. Ucell case How to improve our service for B2B clients? 1. Perception and definition of quality
- 31. Study behavior of each B2B segment Identify needs and wants of each B2B segment Identify key
- 32. Methodology: In depth-interview (face-to-face) Quantity of respondents : 100 Coverage: Tashkent, Angren, Djizak, Andijan, Namangan, Fergana,
- 33. Ethics compliance: Introduce yourself Thank respondent for their time and valued opinions. Explain the research aims.
- 34. Attributes that are important for the interviewer: "Open-minded. Judgment or criticism can act as barriers to
- 35. References and Reading Strategic brand management: Building, measuring and managing brand equity by Kevin Lane Keller
- 36. Managing brands Lecture 3 – Conducting qualitative research By Zamira Ataniyazova Part 2
- 37. What will we cover today? Qualitative research step by step process: 1.Defining objectives 2.Gathering a list
- 38. Examples of qualitative studies The most popular type of research to gather customer insight into current
- 39. Defining objectives Justify why focus group not other research types like survey, phone interview, diary, observation,
- 40. Targets and Recruitment screener Demographics Usage frequency Decision making Purchase Brands Age, gender, income, location, education,
- 41. Designing the guide From general to specific: Introduction - Examining rapport Talking about what could be
- 42. Designing the guide From general to specific: Introduction - Examining rapport Talking about what could be
- 43. Designing the questions - Practical demonstration of a sample focus group – please read the sample
- 44. Designing the questions Focus group guide example 1 – Diaper category Study objectives: To understand Uzbek
- 45. Designing the questions 1) Focus group guide example 2 – Beverages Study objectives: Understanding target groups’
- 46. Fieldwork – moderating focus group “Moderating focus groups.” YouTube, uploaded by Richard Krueger, 28 July 2015,
- 47. Analyzing and Reporting Analyze data by coding Report - practical demonstration – explain by words (word
- 48. Ethics compliance: Introduce yourself Thank respondent for their time and valued opinions. Explain the research aims.
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