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

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pdf

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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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Moderators Guide ● Describe Room ○ If your holding the session in a regular room, you don't need to go into detail regarding the location other than perhaps details regarding where the restrooms are located ○ If there are microphones, a video camera, and a one-way mirror, you might as well point these out - most people forget these things within minutes ● Payment Policy ○ Point out method of payment early on ○ Typically people don’t get paid until the end of a session but you want to tell them this at the beginning ● Communication rules ○ “People have been brought together today to hear a diversity of responses. Do not be surprised if you hold different viewpoints from others – that is fine. You will have an opportunity to express your opinions, at all times please respect the views of others” ● Have people introduce themselves and answer a pointed question ○ E.g. How many pets do you have? ● Start broad, get more focused with time ○ E.g. How often do you feed your pets? And go around table again perhaps in the reverse order ● Have a pen and paper though generation task at the beginning ○ Have people list the top 3 and bottom 3 items regarding the given issue ■ Now people are invested in the exercise and have speaking notes ● Make sure questions are not answerable with a simple “yes” or “no” ● “Imagine…” tasks are common ● As a moderator, think of the focus group as a river that you will be traveling for the next 2-3 hours ○ You know where you are starting and have a good grasp as to where you want to go ○ There are paths that will open up along the way, causing you to branch off (you need to get back on path though. ● Conducting a focus group is a bit of a paradox, you have to be empathetic and flexible, yet firm and purposeful ● Remember, at the end of the day it is not just about asking questions. It is about listening and following up on the unexpected as well ● “Probes” solicit more information ○ Could you explain further? ○ Can you give me an example? ● Use silence to your advantage. This often encourages further discussion ● Make sure that you are not judgemental about the responses provided ○ Be appreciative (e.g. “thank you” or “good point”) but not directional (e.g. “that is exactly it)

● You can include a survey ○ Can be used separately or as a genesis for conversation (e.g. who said that flavor was extremely important?) ○ Be careful about generalizing results, but it can provide some additional material to support a document ● Conclude with a “magic wand” type of question that naturally brings the discussion to an end ● Go for gold. Remember, the client is often in the room. Phrase questions to evoke a positive response where possible. ○ How are we failing? Could be “how can we attain higher levels of excellence? ● Be flexible. Good ideas and examples come up. Learn from each focus group and revise guide where need be

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