Report R2.8 Current Practices in Market Research Seminar Leader: Susmita Misra, IMRB, Chennai susmita.misra[at]imrbint.com Like in other applied disciplines, research in management is often driven by specific operational requirements. Here, the propensity for explicit theorizing of the kind employed in fundamental research comes under the moderating influence of criteria such as practical usefulness and efficient action. Some scholars assert that the real difference between basic and applied research is not the presence or absence of practical applications, but the time lag before practical applications appear. On many occasions researchers find that the boundary between these methods are at best blurred, and that a strict classification is not always possible. Market research is a category that exemplifies the peculiarities of applied studies. One distinct feature is the overtly client-oriented nature of this type of research. It is also restricted by specific demands of time and money. Unlike other forms of academic research that endeavor to propose reliable explanations, these studies produce dependable guides for managerial action. This however, is becoming increasingly challenging in a hyper-competitive and fast changing environment. Qualitative research is increasingly being employed as a powerful method of inquiry in this context. It can be used effectively when one is seeking to gain insights into a problem or to outline an intended research study. Knowing consumers intimately to understand reasons for their behaviors is immensely aided by qualitative methods. Many studies employ both quantitative and qualitative components complementarily to leverage the strengths of both approaches. Various tools of market research like observational feedback, usage and attitude studies, advertising tracking etc., have qualitative components or can be supplemented by qualitative methods. Understanding the specific research need is the first step of a meaningful qualitative study. The problem is then placed in the context of the larger competitive environment and a target group best suited for the study is chosen. A suitable method for the study has to be identified next. At a broad level, these methods can be classified into focus-group discussions and in-depth interviews. Small groups like families and friendship pairs are studied through a variety of methods including interviews, moderated discussions and observation. Group variables like size and homogeneity play an important role in the generation of meaningful data. Researchers need to understand and manage group dynamics and individual behavior to obtain more useful results from these exercises. Data is generated through projective techniques that include product-personification, sentence-completion, obituary-writing analogy-formation, collage-creation, role-plays, etc. Each of the above techniques has its own advantages and disadvantages, and a choice is made keeping in mind the specific nature of the problem, budgetary constraints, and time available for the project. The starting point for these decisions typically is the requirement of the client for whom the study is to be undertaken. Characteristics of the target group and the larger competitive environment within which the firm operates are also important determinants of this. Qualitative methods rely heavily on interpretation of data generated by the study. They typically study individuals or small groups and focus on "understanding" and not "measuring." Special care is taken to see deeper meaning and by demarcating manifest content (what is said) from latent content (what is meant). Efforts are also made to maximize the range and variety of the information gathered by taking into account beliefs, practices and attitudes of the group and individuals. The primary data generated thus, is analyzed, following set procedures that ensure checks and balances for accuracy and reliability of the conclusions drawn. One way of ensuring ease of analysis is through a process of mechanical organization of the data by arranging it under specific, standardized "analysis heads." The data is revisited a number of times to eliminate the problem of selective memory and to obtain a macro picture of the findings. The analysis is done at many levels to ensure more useful interpretations. The conclusions are structured and summarized in a standardized format giving justifications where necessary. Results from such qualitative studies may be used to formulate specific quantitative studies such as experiments or surveys. In some cases the results may be used directly in formulating marketing communications, new product concepts etc. The process of generating accurate and reliable data and synthesizing these and deducing valid conclusions from them throw up many challenges for the qualitative researcher. The conspicuousness of the researcher and other facilitators and moderators in groups may often influence responses. Increasingly, persons involved in these studies as subjects are also questioning the intentions of the research and asserting their stakes in these exercises and the use of the results obtained. References Muhamed, M. (2001, September 20). Try observational research. Hindu Business Line. Available at: http://www.blonnet.com/businessline/catalyst/2001/09/20/stories/1920o05d.htm Livingston, Sharon. (n.d.). Controlling the alter leader in focus group research: Where they sit can tell you where they stand! Available at: http://www.executive-solutions.com/art/2.shtml Reported by Jacob D. Vakkayil, with inputs from D. P. Dash. Xavier Institute of Management, Xavier Square, Bhubaneswar 751013, India Research World (ISSN 0974-2379) http://www1.ximb.ac.in/RW.nsf/pages/Home |
