in our case, our primary objective for performing the qualitative research would be understanding the non rational responses. Which drink emotionally appeals the consumers the most, is the million dollar question for us.
QUALITATIVE RESEARCH TECHNIQUES
Qualitative market research techniques include:
- Group Discussions
- Personal in-depth Interviews.
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Expert Opinion Techniques
In our case, we would be using a modified form of personal interview, because there would be a researcher, but he/she would be merely assisting the respondents in answering the questions and would be observing the non verbal communications.
Quantitative Research Includes:
Quantitative Market Research
Quantitative research is all about numbers and measurement. It tells us how many people think or act in a particular way and the incidence and importance of the things that influence them. It involves producing the facts and figures that relate to a research problem. It focuses on markets and market segments.
QUANTITATIVE RESEARCH TECHNIQUES
Quantitative market research techniques include:
- Face to face Interviews
- Omnibus Surveys
- Mail Surveys
- Telephone surveys
- Panel surveys
- Industry audits
The difference between the two is very important and it is essential that we understand the difference between the two types as it will help us in choosing the most appropriate method for our research.
Since our study deals with people’s reaction towards a certain drink and their decision of buying from an option of two, we have to include qualitative research techniques, but at the same time, we need to get estimates as to how many people out of the sample choose Pepsi and how many choose Coke. This can only be done by combining the two types and preparing modified questionnaires which would attempt to answer these questions. There would also be a personal interview in the sense that the researcher would be asking the questions from the consumers verbally and would be filling up the questionnaire for them. This is a perfect combination of qualitative and quantitative techniques.
We will be designing a questionnaire which would aim to cater to our qualitative as well as quantitative research objectives. These questionnaires would be distributed to our researchers and it would be their duty to ask whether the respondents want to fill these themselves or shall they fill these questionnaires for the respondents such that the respondents read the questions themselves and then answer. This way they would be able to visually assess their responses and understand their behaviour better, and it would also ensure that we get all the responses.
There are certain advantages and disadvantages which need our attention before we proceed to the actual design of the questionnaire. I have evaluated each of these and commented with regards to their effects on our research.
Advantages of Questionnaires
- Questionnaires are very cost effective when compared to face-to-face interviews. Written questionnaires become even more cost effective as the number of research questions increases. As we have a large no of questions, this techinique is appropriate.
- Questionnaires are easy to analyze. Data entry and tabulation for nearly all surveys can be easily done with many computer software packages.
- Questionnaires are familiar to most people. Nearly everyone has had some experience completing questionnaires and they generally do not make people apprehensive.
- Questionnaires reduce bias. There is uniform question presentation and no middle-man bias. The researcher's own opinions will not influence the respondent to answer questions in a certain manner. Even if our questionnaires include a questioner, he would strictly be noting the responses of the respondents without any bias as far as possible.
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Disadvantages Questionnaires
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One major disadvantage of written questionnaires is the possibility of low response rates. Low response is the curse of statistical analysis. It can dramatically lower our confidence in the results. Response rates vary widely from one questionnaire to another (10% - 90%), however, well-designed studies consistently produce high response rates. In our case, our researchers would personally be present and pursuing the consumers to respond.
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Another disadvantage of questionnaires is the inability to probe responses. Questionnaires are structured instruments. They allow little flexibility to the respondent with respect to response format. In essence, they often lose the "flavor of the response" (i.e., respondents often want to qualify their answers). By allowing frequent space for comments, the researcher can overcome this disadvantage.
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Nearly ninety percent of all communication is visual. Gestures and other visual cues are not available with written questionnaires. The lack of personal contact will have different effects depending on the type of information being requested. A questionnaire requesting factual information will probably not be affected by the lack of personal contact. A questionnaire probing sensitive issues or attitudes may be severely affected. In our case, Our researchers would be in front of them to take note of the gestures.
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When returned questionnaires arrive in the mail, it's natural to assume that the respondent is the same person you sent the questionnaire to. This may not actually be the case. Many times business questionnaires get handed to other employees for completion. Housewives sometimes respond for their husbands. Kids respond as a prank. For a variety of reasons, the respondent may not be who you think it is. It is a confounding error inherent in questionnaires
This is also not applicable to us because we are going to get them filled in front of us.
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Finally, questionnaires are simply not suited for some people. For example, a written survey to a group of poorly educated people might not work because of reading skill problems. More frequently, people are turned off by written questionnaires because of misuse. This is not applicable in our case as we are conducting a survey in a developed country and on teenagers.
Let us now look at the major issues and points that we need to keep in mind while designing our questionnaire.
Questionnaire Design - Suggestions to make it effective
Most problems with questionnaire analysis can be traced back to the design phase of the project. Well-defined goals are the best way to assure a good questionnaire design. When the goals of a study can be expressed in a few clear and concise sentences, the design of the questionnaire becomes considerably easier. The questionnaire is developed to directly address the goals of the study.
One of the best ways to clarify our study goals is to decide how you intend to use the information. We have to do this before we begin designing the study. This sounds obvious, but many researchers neglect this task. Why do research if the results will not be used?
We have to be sure to commit the study goals to writing. Whenever we are unsure of a question,all we have to do is refer to the study goals and a solution will become clear. We shall ask only questions that directly address the study goals.
As a general rule, with only a few exceptions, long questionnaires get less response than short questionnaires. We will try and keep our questionnaire short. In fact, the shorter the better. Response rate is the single most important indicator of how much confidence we can place in the results. A low response rate can be devastating to a study. Therefore, we must do everything possible to maximize the response rate. One of the most effective methods of maximizing response is to shorten the questionnaire.
If it becomes too long , we may need to eliminate certain questions. Many people have difficulty knowing which questions could be eliminated. For the elimination round, read each question and ask, "How am I going to use this information?" If the information will be used in a decision-making process, then keep the question... it's important. If not, we can throw it out.
One important way to assure a successful survey is to include other experts and relevant decision-makers in the questionnaire design process. Their suggestions will improve the questionnaire and they will subsequently have more confidence in the results.
We will give the questionnaire a title that is short and meaningful to the respondent. A questionnaire with a title is generally perceived to be more credible than one without.
We would Begin with a few non-threatening and interesting items. If the first items are too threatening or "boring", there is little chance that the person will complete the questionnaire. People generally look at the first few questions before deciding whether or not to complete the questionnaire. We will make them want to continue by putting interesting questions first.
We would place the most important items in the first half of the questionnaire. Respondents often loose interest in answering to researchers after some time. By putting the most important items near the beginning, the partially completed questionnaires will still contain important information.
We should be able to hold the respondent's interest. We want the respondent to complete our questionnaire. One way to keep a questionnaire interesting is to provide variety in the type of items used. Varying the questioning format will also prevent respondents from falling into "response sets". At the same time, it is important to group items into coherent categories. This is an important consideration in designing an effective questionnaire.
We plan to provide incentives as a motivation for a properly completed questionnaire. What does the respondent get for completing our questionnaire? This is to be planned so that the respondents are interested in answering the questions. We could arrange to give them a free drink of their choice and in this way we would get to know which drink they prefer.
We want to make it convenient. The easier it is for the respondent to complete the questionnaire the better. This is why we have cut the hassle of mailing and re-mailing and the respondents would be free within moments of answering the questions. It would be the job of the researcher to put in the information in the desired format.
We would need 5 volunteers for the purpose of the research and we hope to put them each on one of the selected tube stations where they would be required to get atleast 30 responses. This will ensure that we get the desired sample study to carry out our research.
Now let us discuss the essential qualities that our questions shall possess in order to help us achieve our research objectives. One thing to bear in mind here at this point is that our target group is very confused at times and is also in a hurry at all times. Our researchers would have to deal with them very smartly in order to get the proper responses.
Qualities of a Good Question
There are good and bad questions. The qualities of a good question are as follows:
1. Evokes the truth. Questions must be non-threatening. When a respondent is concerned about the consequences of answering a question in a particular manner, there is a good possibility that the answer will not be truthful..
2. Asks for an answer on only one dimension. The purpose of a survey is to find out information. A question that asks for a response on more than one dimension will not provide the information you are seeking.
3. Can accommodate all possible answers. Multiple choice items are the most popular type of survey questions because they are generally the easiest for a respondent to answer and the easiest to analyze.
4. Has mutually exclusive options. A good question leaves no ambiguity in the mind of the respondent. There should be only one correct or appropriate choice for the respondent to make. An obvious example is:
What did you prefer to drink as a child ? __
A. Fizzy Drinks
B. Juices
C. others
5. Produces variability of responses. When a question produces no variability in responses, we are left with considerable uncertainty about why we asked the question and what we learned from the information.
6. Follows comfortably from the previous question. Writing a questionnaire is similar to writing anything else. Transitions between questions should be smooth.
7. Does not presuppose a certain state of affairs
Which soft drink do you prefer the most ~( Coke/Pepsi)
This question will present a problem for someone who does not like both. Questions should be like
Are you satisfied with your current auto insurance?
___ Coke
___ Pepsi
___ Others
One of the most common mistaken assumptions is that the respondent knows the correct answer to the question. Industry surveys often contain very specific questions that the respondent may not know the answer to. For example:
What percent of your budget do you spend on
Outside eating and drinking? ____
Very few people would know the answer to this question without looking it up, and very few respondents will take the time and effort to look it up. If you ask a question similar to this, it is important to understand that the responses are rough estimates and there is a strong likelihood of error.
It is important to look at each question and decide if all respondents will be able to answer it. Be careful not to assume anything. For example, the following question assumes the respondent knows what Proposition 13 is about.
Are you in favor of Proposition 13 ?
___ Yes
___ No
___ Undecided
If there is any possibility that the respondent may not know the answer to your question, include a "don't know" response category.
8. Does not imply a desired answer. The wording of a question is extremely important. We are striving for objectivity in our surveys and, therefore, must be careful not to lead the respondent into giving the answer we would like to receive. Leading questions are usually easily spotted because they use negative phraseology. As examples:
Let us now summarize our methodology:
Sample size: 100-150 people
Target Group: 18-25 yr olds
Location: Randomly picked 5 tube stations in London (30 people would be interviewed at each station by the researchers )
Sampling technique used: Random sampling.
Research Technique used: Questionnaire & short interview.
Details of the location and reason for this choice:
Tube stations would be the ideal choice of the research because it’s very easy to find our target group here. We can request them to participate in the research to claim their free drink and they can easily do so while they are waiting for the respective trains.
I have chosen 5 stations which represent the major zones of London
East – Stratford Station
West- Hounslow Central Station
Centre- Liverpool Street
North – Camden Town
South- Waterloo Station.
We aim to understand the way that these individuals behave while making their purchase and what effects their decisions the most. Our questions will aim at understanding the major motivating factor behind their purchase. We will also study the brand loyalty and brand retention of the two brands through our questionnaire. We wouls also attempt to find out the emotions or feelings attached to the purchase or consumption of these soft drinks.
The questionnaire has to be short and so there would be no more than 15 questions which is why we have considered the design aspect so carefully. We want to get the maximum information from the least no of questions.
It would be highly structured and we aim to finish the data collection within one day. It would take another day to tabulate it and by the end of the fourth day, the data would be analysed and ready to be presented in the form of a report.
BIBLIOGRAPHY :
Marketing Management- Philip Kotler, 9th edition 1999
Marketing Research – Shrivastava, 2000
Survival Statistics - David S. Walonick, 1997 – 2000
( Monaco Marketing Services)
