Marketing Research Report ON WHAT DRIVES CUSTOMER SATISFACTION IN CARS? Submitted By: Section 3 Group 2 Contents ACKNOWLEDGEMENTS 3 INTRODUCTION 4 LITERATURE REVIEW 5 QUALITATIVE RESEARCH 6 Focussed group discussion: 6 In-depth interview 6 Netnography 6 FINDINGS 7 INDEPENDENT VARIABLE 7 DEPENDENT VARIABLE 8 CONTROL VARIABLES: 8 HYPOTHESIS 9 Questionnaire 10 TOOLS USED FOR DATA ANALYSIS 13 RESULTS 13 FACTOR ANALYSIS 16 REGRESSION: 19 INTERPRETATION AND RESULTS: 20 RECOMMENDATIONS: 21 REFERENCES: 22 ACKNOWLEDGEMENTS We would like to thank Professor Dr. S. Bharadhwaj (Chair Professor of Marketing) for his guidance at every step during questionnaire …show more content…
QUALITATIVE RESEARCH Qualitative research is the technique that is used as a part of exploratory research and to derive the independent variables. There are different methods through which we can conduct the qualitative research. As a part of this study we have adopted the following methods: Focussed Group Discussion In-depth Interview Netnography Focussed group discussion: We have conducted 5 focussed group discussions comprising of 8 members in the age group of 24-28. The group consist of mix of girls and boys in the ratio of 5:3. The focussed group is moderated by 2 members of our group. The group was asked to discuss about the factors that make them satisfied in cars. Each discussion lasted for around 20-25 minutes. We have consolidated the results of each discussion and come up with the different variables that affects the satisfaction in cars. In-depth interview Each member of our group has conducted in-depth interviews with their parents who are in the range of 50-55 years and one of their best friends. The interview lasted for about 10-15 minutes and we have assessed the factor that
Qualitative method is using open-ended questioning, non-statistical research techniques, or value-based observations. In this research, three main methodologies are adopted as focus group, distributing questionnaires and conducting personal interviews simultaneously. Methods are all appropriate and contributed to a comprehensive research. The reason is that aim of this research is to acquire an in-depth understanding of
The article breaks down into qualitative research overview, research design, common components and processes to
This article defines qualitative research and what it is used for. After reading this article the reader will have a better understanding of what we have often thought the purpose of qualitative research answered ( “why” rather than “what”). This article also discusses how the method is used in different settings or scenarios.
When we conducted the qualitative research, we put into account the responses of our informants. We also meticulously consider all the details of the data. We checked and rechecked all the transcriptions and the importance of the data that relate to each other on their themes.
The methodological approach of this study is guided by its aims and research questions. This section starts from the clarification of research questions to explain why the qualitative methods are employed.
There are various research methodologies in qualitative research. However researches sometimes do not find one particular methodology to fit the all types of research. When researches face this kind of challenging situation, they tend to accept ‘generic qualitative approach’.
The methodology of this study is qualitative in nature. Qualitative research is interpretive and descriptive and is appropriate in seeking to understand social phenomenon such as that examined in this present study.
In the present day scenario, researchers may take the advantages of numerous options to conduct and complete their research in effectively, fulfilling their predetermined objectives with adequate efficiency. Applicable research methods may include qualitative, quantitative and mixed approaches, which are perceived as the most common and fundamental frameworks to conduct any study. To be mentioned in this context, the qualitative research approach is most commonly used to obtain adequate theoretical underpinning of the research topic, with the assistance of narrative analysis, as relevant for the identified research issue. On the other hand, quantitative analysis emphasises assessing the acquired data with the assistance of mathematical and statistical tools to obtain appropriate responses to the determined research question. Mixed approach refers to the amalgamation of qualitative and quantitative research approaches in a single study. To obtain a better understanding in this context,
Seven participants completed the focus group and three parent and carers completed the questionnaire between November 2015 and February 2016. Before the research began two meetings were attended with the group to firstly meet with group members and secondly to measure their level of understanding and their suitability as participants.
When utilizing a qualitative approach, the task becomes one of determining the qualitative method to be used. Additionally, Stake (2010) used purpose, research design, and methodical data techniques as a way of classifying types of qualitative research. Similarly, Cresswell & Cresswell (2007) spoke of five practices of qualitative research. These five practices consist of biography, phenomenological study, grounded theory study, ethnography, and case study. This researcher chose a phenomenological study for this research project.
The project title a study on consumer behaviour towards Skoda cars in Mysore city has basically prepared to know the customer behaviour towards Skoda cars.
The authors use a phenomenological analysis to gain insights into certain experiences, which was used to perform their research. Phenomenological analysis is a qualitative technique and the author’s made use of observations and focus groups to collect their data, so it makes sense that a qualitative research design was selected. The choice to use phenomenological analysis was stated in the article. This articles earns a 5 on the CASP scale in appropriateness of methodology.
Analysis showed that firms can strategically convey their marketing approaches to the correct target if they can position well. There are two market segments for Honda. The first segment is families in the lower salary group and looking for options to buy their very first car. Malaysian society do consists of these types of target market. These targets are easy to be connected through Honda car such as Jazz. This specific target segment is hugely reflect the car company’s target customers. The high income group is the second market segment. This too is one of the biggest target group of Honda. The primary survey results showed that both high income and low income salary people are Honda consumers. The second target usually will look for cars that are high in price and high in quality. This target is approached through models such as city, HR-V, Civic, CR-V, Accord and
This research paper will involve the use of qualitative approach as the main research methodology. This is a common case study method, which provides a clear vision on related implication of the research topic to researcher (Kondracki & Wellman, 2002). Besides, the data in this method depends on human experience and this will be more persuasive and powerful than only data gathered via quantitative research. The reason to apply qualitative case study tool in this study due to its flexibility of use and also its ability, which allows the researcher to express their ideas and thoughts in the within context of the research (Maxwell. 2005).
Qualitative research is a technique of promoting research that stresses the quality according to the user’s point of view and approaches. In depth interviews and focus groups are best examples of qualitative research. [Laura Lake, 2009]