MKT 352 Week 2 Videos

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School

Arizona State University *

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Course

352

Subject

Anthropology

Date

Oct 30, 2023

Type

pdf

Pages

Uploaded by PrivateKnowledge7902

Anthropological Approach Qualitative Research ● Initial diagnosis/understanding of a situation ● Concept screening ● Generation of new ideas ➢ Insights might be profound but the limited sample size often makes generalization perilous ➢ Can be good at pointing one in the right direction We are mostly trying to study human behavior ● Numbers will likely mean little if their not connected with their implications or grounded with some basis in reality Anthropological Studies - observe people in real life Advantages ● Examines real human behavior ● Objective view may shed light on inefficiencies and/or new ways of doing things Disadvantages ● Bias may result from uniqueness of situation or uniqueness of participants ● Insights might be highly dependent on the skills of the observer

Depth Interviews ● There is a wealth of information out there… if you would just be willing to take off your blinders and ask others what they think ● Professional interviews are usually around 45 minutes… but even a casual conversation may yield great information Advantages ● Beneficial if conflict among stakeholders ● Useful if topic is extremely detailed ● Good for alternative generation and initial understanding Disadvantages ● Individual may not be truly representative of stakeholder group ● Importance of some information may be distorted Conducting the Interview (1) ● Be clear about your purpose up front ○ Are you trying to figure out the strengths and concerns? ○ Are you trying to figure out what you can do to strengthen customer satisfaction? ● Tape recorder? Clipboard? ● Always look engaged. ● Be clear about anonymity and (not) confidentiality. ● Clarify questions that they might have up-front ● Start easy and broad, then get more specific. ● Deviate from the guide - but know which questions are critical ● Interspace factual questions with more of them up-front ● Make sure questions are not answered “yes” or “no” ● The participant should be the one talking most ● Be patient… allow time for thinking… silence is powerful ● Seek clarification where needed ● Ask for examples ● Review your notes immediately afterward Focus Groups Overview

● Much can be gained by bringing people together Overview ● Usually 2-3 hours in length ● Participants paid $50+ for attending ○ Sometimes a small gift is more than sufficient ● Parking and food provided for participants ● Typically 10-12 people ● 4-6 if complex, people have high expertise, or reduced time ● Usually screened, but should not be construed as reflective of all individuals ● Video recording of session is standard ● Clients and participants do not meet before or after unless this is clear up-front ● Usually at least 2 sessions for each type of group to ensure that: ○ (1) one group was not particularly unique ○ (2) to answer questions that were not adequately addresses (usually because of time) in the first group ● Questions often arise regarding homogeneity/consistency ● Typically, keep like people together ● Do not put competitors together unless the topic will not require any disclosure of corporate policy or strategy Advantages ● Helpful at providing a cursory assessment of ideas and understanding language of consumers ● Insight generated into decision process ● Contained Disadvantages ● Too many people are willing to stop the research once they have finished the focus group ● Information provided is often very dramatic and memorable ● Under-reliance on results occurs frequently ● People tend to take away what they want to take away Conducting Focus Groups

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