Malhotra marketing research pdf download

Direct Non Indirect disguised Disguised. Group Composition Homogeneous, respondents, prescreened. Kindness with firmness: The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction. Permissiveness: The moderator must be permissive yet alert to signs that the groups cordiality or purpose is disintegrating. Involvement: The moderator must encourage and stimulate intense personal involvement. Encouragement: The moderator must encourage unresponsive members to participate.

Flexibility: The moderator must be able to improvise and alter the planned outline amid the distractions of the group process. Sensitivity: The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level. Variations in Focus Groups Two-way focus group. This allows one target group to listen to and learn from a related group. For example, a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired.

Dual-moderator group. A focus group conducted by two moderators: One moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are discussed. Dueling-moderator group. There are two moderators, but they deliberately take opposite positions on the issues to be discussed. Variations in Focus Groups Respondent-moderator group.

The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics. Client-participant groups. Client personnel are identified and made part of the discussion group.

Mini groups. These groups consist of a moderator and only 4 or 5 respondents. Tele-session groups. Focus group sessions by phone using the conference call technique. Online Focus groups. Focus groups conducted online over the Internet. Advantages of Focus Groups 1. Synergism 2. Snowballing 3. Stimulation 4. Security 5. Spontaneity 6. Serendipity 7. Specialization 8. Scientific scrutiny 9.

Structure Disadvantages of Focus Groups 1. Misuse 2. Misjudge 3. Moderation 4. Messy 5. Depth Interview Techniques: Laddering In laddering, the line of questioning proceeds from product characteristics to user characteristics. This technique allows the researcher to tap into the consumer's network of meanings.

Advertising theme: You will feel good about yourself when flying our airline. You're The Boss. Depth Interview Techniques: Hidden Issue Questioning In hidden issue questioning, the focus is not on socially shared values but rather on personal sore spots; not on general lifestyles but on deeply felt personal concerns.

Advertising theme: communicate aggressiveness, high status, and competitive heritage of the airline. Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites.

The logical opposites of a product that are investigated are: non-usage of the product, attributes of an imaginary non-product, and opposite types of products. Advertising theme: The airline will do the same thing for a manager as Federal Express does for a package. Definition of Projective Techniques An unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes or feelings regarding the issues of concern.

In projective techniques, respondents are asked to interpret the behavior of others. In interpreting the behavior of others, respondents indirectly project their own motivations, beliefs, attitudes, or feelings into the situation.

In word association, respondents are presented with a list of words, one at a time and asked to respond to each with the first word that comes to mind.

The words of interest, called test words, are interspersed throughout the list which also contains some neutral, or filler words to disguise the purpose of the study. Responses are analyzed by calculating:.

M MRS. Completion Techniques In Sentence completion, respondents are given incomplete sentences and asked to complete them. Inan Full Books. Henslin Full Pages. Richard Webb Full Pages. Russell Full Pages. Karns Full Online. Kramer Full Pages. Balaam Full Pages. Taylor Full Audiobooks. Walker Full Pages. Dweck Full Pages.

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Halderman Full Audiobooks. A research design is a framework or blueprint for conducting the marketing research project. Construct and pretest a questionnaire interviewing form or an appropriate form for data collection Chapter Character- Information needed is defined only istics: loosely.

Research process is flexible and unstructured. Sample is small and non-representative. Analysis of primary data is qualitative. Information needed is clearly defined. Research process is formal and structured.

Sample is large and representative. Data analysis is quantitative. Manipulation of one or more independent variables Control of other mediating variables. To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas.

To estimate the percentage of units in a specified population exhibiting a certain behavior. Secondary data analyzed in a quantitative as opposed to a qualitative manner discussed in Chapter 4. Involve the collection of information from any given sample of population elements only once. In single cross-sectional designs, there is only one sample of respondents and information is obtained from this sample only once. In multiple cross-sectional designs, there are two or more samples of respondents, and information from each sample is obtained only once.

Often, information from different samples is obtained at different times. Cohort analysis consists of a series of surveys conducted at appropriate time intervals, where the cohort serves as the basic unit of analysis. A cohort is a group of respondents who experience the same event within the same time interval. A fixed sample or samples of population elements is measured repeatedly on the same variables.

A longitudinal design differs from a cross-sectional design in that the sample or samples remain the same over time. Cross sectional design gives a snap shot of the variables of interest at single point in time, a longitudinal study provides a series of picture that give an in-depth view of the situation and the changes that take place overtime.

To understand which variables are the cause independent variables and which variables are the effect dependent variables of a phenomenon. To determine the nature of the relationship between the causal variables and the effect to be predicted. The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project. Random sampling error is the variation between the true mean value for the population and the true mean value for the original sample.

Non-sampling errors can be attributed to sources other than sampling, and they may be random or nonrandom: including errors in problem definition, approach, scales, questionnaire design, interviewing methods, and data preparation and analysis.

Non-sampling errors consist of non-response errors and response errors. Non-response error arises when some of the respondents included in the sample do not respond. It is the variation between the true mean value of the variable in the original sample and the true mean value in the net sample. Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed. It is defined as the variation between the true mean value of the variable in the net sample and the observed mean value obtained in the marketing research project.

Marketing Research at Citicorp is typical in that it is used to measure consumer awareness of products, monitor their satisfaction and attitudes associated with the product, track product usage and diagnose problems as they occur.

To accomplish these tasks Citicorp makes extensive use of exploratory, descriptive, and causal research. Often it is advantageous to offer special financial packages to specific groups of customers. In this case, a financial package is being designed for senior citizens. The following seven-step process was taken by marketing research to help in the design. A final decision was made to include Americans 55 years of age or older, retired, and in the upper half of the financial strata of that market.

Exploratory qualitative research involving focus groups was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products. In the case of senior citizens, a great deal of diversity was found in the market. This was determined to be due to such factors as affluence, relative age, and the absence or presence of a spouse. This involved the formation of many different financial packages aimed at the target market.