Qualitative Market Research Essay Example | Topics and Well Written Essays - 2000 words

Qualitative Market Research - Essay Example The researcher aims to develop primary research and gain first hand information from the customers for the launch of Kit Kat chocolate slab. Hence, employed in this research are two techniques of primary research to update perception of Kit Kat among chocolate eaters. Findings of the primary data have been presented. In addition the researcher has discussed in detail the various aspects of the research techniques employed. Researcher has also shed light on other techniques (that have not been employed due to resource constraint) identifying aspects that could have been explored based on employment of other techniques. Research Method 1- PRIMARY RESEACH Among two broad categorization of research is primary and secondary research. Primary research refers to research methodology with analysis and fact finding from data that has been collected for the first time and has not been through application of any techniques before (Glass, 1976). Among many techniques designed for primary researc h, two that have employed in this research are individual interview and focus group interviews. Both techniques have been employed face to face. Interview method of data collection refers to oral and verbal response to oral and verbal queries. ... The other method of unstructured interview provides interviewee with freedom to response but increases deviations resulting difficulty in comparing responses (Sekaran, 2006). 1.1.1- EFFECTIVENESS Effectiveness of personal interviews is dependent on the level of contribution from both sides; i.e. interviewee and interviewer. Interviewer shall provide comfortable environment providing ease to interviewee to openly and comfortably present his/ her views. Moreover, interviewer possessing dominant attitude affect the effectiveness of overall methods. Interviewee is usually asked for prior consent and hence, shall be true in information provision. 1.2- FOCUS GROUP SESSION Focused group discussion is conducted to explore responses of individuals' to any existing products, concept or ideas. It is based with degree of formal discussion usually among group of 6 to 8 participants. Participants are directed by moderator towards point of discussion acting as a psycho-therapist. During discussion moderator avoids reflecting any of personal views and encourages participants to provide increased response. This format also is generally initiated by moderator; however, rigidness of the order of question is somewhat relaxed in this format. 1.2.1- EFFECTIVENESS Effective focused discussion can be achieved with moderator playing role in true spirit, avoiding taking side of either participants and encouraging entire group to participate almost equally. Moreover, participants must also maintain to present their view than dominating the group. Effectiveness of the focused discussion can also be achieved with carrying discussion in well defined flow: initially warming up participants with thoughts; exploring important