![Presented By: Jay Zaltzman President, Bureau West Bureau West ▪ Market Research & Marketing Strategy ▪ info@bureauwest.com FocusVision Worldwide ▪ [email_address] So Many Research Options, So Little Time: How to Choose Among New and Traditional Qualitative Research Methods](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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New Marketing Research Methods: How to Choose
- 1. New Methods of Qualitative Research… How to Choose Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
- 2. Presented By: Jay Zaltzman President, Bureau West Bureau West ▪ Market Research & Marketing Strategy ▪ info@bureauwest.com FocusVision Worldwide ▪ [email_address] So Many Research Options, So Little Time: How to Choose Among New and Traditional Qualitative Research Methods
- 23. So How to Choose? Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
- 24. Decision Process: Start Here Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Yes No No Yes Can’t use remote or online methods (Except telephone focus groups and IDI’s) Can consider online methods – continue to next page Can’t use remote or online methods Are people with broadband internet representative of the target? Is confidentiality absolutely essential?
- 25. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com In Person Interaction Spontaneity In Home or Office Psychological security In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
- 26. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Depth Superficiality In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
- 27. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Group Group Dynamic Individual In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
- 28. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Immediate Retrospective In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
- 31. Questions… Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Hinweis der Redaktion
- We’ll briefly cover the various methods, then discuss some strategies to choosing among them. Finally, we’ll break into groups to discuss methodology for some sample projects, and then come back together to share the findings with the group as a whole.