The focus group method as a form of qualitative research in marketing

Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economyand it aims to understand the effects and comparative success of marketing campaigns.

The focus group method as a form of qualitative research in marketing

Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economyand it aims to understand the effects and comparative success of marketing campaigns.

Role[ edit ] The purpose of marketing research MR is to provide management with relevant, accurate, reliable, valid, and up to date market information. Competitive marketing environment and the ever-increasing costs attributed to poor decision making require that marketing research provide sound information.

Sound decisions are not based on gut feeling, intuition, or even pure judgment. Managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs.

They make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control.

These decisions are complicated by interactions between the controllable marketing variables of product, pricingpromotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes.

Another factor in this mix is the complexity of consumers.

The Attitudinal vs. Behavioral Dimension

Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers.

In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. Ongoing marketing research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers.

However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model.

History of marketing Evidence for commercial research being gathered informally dates to the Medieval period. Inthe German textile manufacturer, Johann Fuggertravelled from Augsburg to Graben in order to gather information on the international textile industry. He exchanged detailed letters on trade conditions in relevant areas.

Although, this type of information would have been termed "commercial intelligence" at the time, it created a precedent for the systemic collection of marketing information. During this period, Daniel Defoea London merchant, published information on trade and economic resources of England and Scotland.

Defoe was a prolific publisher and among his many publications are titles devoted to the state of trade including; Trade of Britain Stated, ; Trade of Scotland with France, and The Trade to India Critically and Calmly Considered, - all of which provided merchants and traders with important information on which to base business decisions.

Produce, household goods and tools were produced by local artisans or farmers with exchange taking place in local markets or fairs.

Under these conditions, the need for marketing information was minimail. However, the rise of mass-production following the industrial revolution, combined with improved transportation systems of the early 19th-century, led to the creation of national markets and ultimately, stimulated the need for more detailed information about customers, competitors, distribution systems and market communications.

A study of the German book trade found examples of both product differentiation and market segmentation as early as the s. InAmerican advertising agency, N.

Tips for Qualitative Surveys

Parlin published a number of studies of various product-markets including agriculture ; consumer goods c. Duncan of the University of Chicago.

InArthur Nielsen founded market research company, A C Nielsen and over next decade pioneered the measurement of radio audiences. He subsequently applied his methods to the measurement of television audiences. Around the same time, Daniel Starch developed measures for testing advertising copy effectiveness in print media newspapers and magazinesand these subsequently became known as Starch scores and are still used today.

During, the s and s, many of the data collection methods, probability sampling methods, survey methods, questionnaire design and key metrics were developed.Volume 5, No. 1, Art. 7 – January Naturalist Inquiry and Grounded Theory.

Barney G.

The focus group method as a form of qualitative research in marketing

Glaser. Abstract: The world of Qualitative Data Analysis (QDA) methodology became quite taken with LINCOLN and GUBA's book "Naturalistic Inquiry" ().I have no issue with it with respect to its application to QDA; it helped clarify and advance so . Pacific Market Research is one of the nation’s leading research and consulting firms.

The focus group method as a form of qualitative research in marketing

Our mission: To challenge the definition of market research and consulting by finding new ways to deliver data, insights and strategies that enable clear, decisive action. Focus groups are a form of qualitative research that is commonly used in product marketing and marketing research, but it is a popular method within sociology as well.

During a focus group, a group of individuals -- usually people -- is brought together in a . Marketing research is "the process or set of processes that links the producers, customers, and end users to the marketer through information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

Glossary of research methods

Marketing research specifies the information . Volume 7, No. 1, Art. 21 – January The Use of Qualitative Content Analysis in Case Study Research.

Pacific Market Research

Florian Kohlbacher. Abstract: This paper aims at exploring and discussing the possibilities of applying qualitative content analysis as a (text) interpretation method in case study research. First, case study research as a research strategy within qualitative social research is briefly. Volume 5, No.

1, Art. 7 – January Naturalist Inquiry and Grounded Theory. Barney G. Glaser. Abstract: The world of Qualitative Data Analysis (QDA) methodology became quite taken with LINCOLN and GUBA's book "Naturalistic Inquiry" ().I have no issue with it with respect to its application to QDA; it helped clarify and advance so many QDA issues.

Pacific Market Research