Mktg 2124

Four tools in ethnographic research:

Advantages of depth interviews

Group pressure eliminated

More honest feelings

Gives respondent feeling of focus of attention

Heightened state of awareness for respondent

No group members to hide behind

Longer time for each respondent=new information revealed

Interview can be conducted anywhere

Closeness allows interviewer to become more sensitive to nonverbal feedback

Singular viewpoint can be obtained

Disadvantages of depth interviews:

More expensive than focus group

Don’t get as much client involvement as interviews

Physically exhausting for moderator-> not as much gets done compared to focus group

Types of Marketing Research Suppliers

Internal

Market research department

In-house research director and research staff who plan/direct marketing research studies for marketing manager

External

Custom-research firm

Execute one of a kind research projects for corporate clients

These projects collect primary data

Syndicated research firm

Firms that design, collect, package, and sell the same general research to many companies

Use large surveys using things like consumer lifestyle data

Field Service firm

Data specialists who work as subcontractor for corporate market research department, custom research firm..etc.

Do four things:

Hire/train/manage interviewers

Submit daily progress reports about surveys

Execute quality control procedures to assure valid data

Ship completed surveys/data files to client

Limited Function research firm

Either do research for one industry or use one research technique

Advertising Agency or Business Consulting Firm

Will do research for a client as part of a broader marketing project they are hired to help with

Ex. Advertising campaign

2 Decisions in doing Focus Groups

Length of time for focus group

How many people

More people=less time to talk

Rapid integrated multi-method marketing research

Managerial commitment to rapidly doing a succession of...