CONFIDENTIALMarketResearchToolkitMARKETINGSCIENCECENTERSeptember1995ST-ZXe247/950830SeaHR1TABLEOFCONTENTSQualitativeFocusgroupsIn-depthinterviewsObservationalresearchQuantitativeQuickhitBasicA&UConcepttestAttitudinalImageengineeringConjointanalysisDiscretechoiceCustomerserviceDiarypanelST-ZXe247/950830SeaHR12MARKETINGSCIENCECENTERJohnForsyth–STMikeSherman–NYKevinNuffer–NYAnilKaul–NYMarkLeiter–NYKKDavey–NYJoshuaGoff–NYRichMilliman–ATNeilAllison–SFLindaMiddleton–CHSudeepHaldar–CHXavierAzalbert–LNAngelaLovejoy–LNSidSimmons–LNNirmalaSantiapillai–LNBernhardvonSkerst–HAMarkEsser–DUPeterPrins–AMRamaBijapurkar–BYTheobjectiveofthisdocumentistoprovideaquickoverviewofmarketresearchtechniques.MoredetailcanbefoundintheMarketResearchHandbook(PDNet#6229)orbycontactingamarketingsciencespecialist.ST-ZXe247/950830SeaHR13TWOTYPESOFTECHNIQUESQualitativeQuantitativeObjectiveGenerateshypothesesondecisionmakers,buyingprocess,andkeybuyingfunction(KBF)TestsandquantifieshypothesesToolsavailableFocusgroupsIn-depthinterviewsObservationalresearchQuickhitBasicA&UConcepttestAttitudinalImageengineeringConjointanalysisDiscretechoiceCustomerserviceDiarypanelTherearetwotypesofmarketresearchtechniques:qualitativeandquantitative.Generally,aresearchprogramstartswithqualitativetogeneratehypothesesandquantitativetoprovethem.ST-ZXe247/950830SeaHR14Whatisit?Approximatelyatwohourdiscussionamong8to12people,ledbyamoderatorWhendoyouuseit?Earlyintheresearchprocess,toclarifytheissues,generateideasonhypotheses,andhelpdeterminewhatotherresearchtoconduct.Thisisparticularlythecasewhenthereislittleinformationonthesubjector,whentimeandmoneyareverylimited,astheonlyresearchtool–particularlywhenyoudon'texpectawidedivergenceofviewsHowdoyoudoit?HireamoderatorRecruitparticipantsPrepareadiscussionguideAttendfocusgroup(s)VideotapethegroupsDebriefmoderatortodetermineconclusionsWhatdoyougetoutit?AsummaryofkeyfindingsandwelldevelopedhypothesesforansweringcertainkeyissuesApproximatecost$3,000-$5,000foreachgr...
