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   Marketing Research
     Introduction
     Research Sectors
     Methods
   Online Survey
 
      
The Contents of Business > Marketing Research > Marketing Research Methods
 
 
Definition
In FGD, a moderator leads a free discussion on specific subject with a focus group consisted of 7 to 8 people to obtain necessary information (FGD vs. MGD)
 
<Embrain FGD Observation room>
<Embrain FGD Room>
   
Objectives
To set up a hypothesis that can be verified quantitatively, To obtain preliminary information for preparing survey questionnaire
To find ideas for new products
To verify the survey data
   
KSF
Moderator who is flexible, experienced and knowledged in its relevant field
Organizing a homogeneous group
Guideline that sticks to the object of the research
   
   
Definition
In the In-depth Interview, a researcher or an interviewer has a 1:1 interview with a specialist or a consumer to obtain extensive information.
 
<Specialist interview :Doctor>
<Consumer Interview>
   
Objectives
For an interview more in-depth than FGD
To collect opinions of users/specialists on its relevant field/product
   
KSF
Structured guideline
Recruiting the specialists suited to the research object and experienced in the relevant field
   
   
Definition
DDI is to make a consumer describe in a diary format or record images the routine life style or a product/service review.
 
Objectives
To obtain a detailed product/service review about the routine life style of the consumer in general
 
KSF
Selecting the interviewees suited to the research object (target product and environmental condition)
Structured guideline and interview scenario
Analysis framework and insight (Activity Process Mapping, Needs Nod Mapping, Scenario Making)
 
   
Definition
Video Ethnography is to find the potential problems that can happen when using the product through videotaping and observing the pattern to use specific product or environment
 
   
Objectives
To improve or bring out new ideas by finding the problems of existing products (e.g., home appliances) or the problems that customers feel in specific environment (e.g., store)
   
KSF
Selecting suitable interviewees (target product and environment factor)
In-depth understanding and insight of consumer behaviors
   
   
Definition
Home visit is to find the in-house life style and pattern to use products through visiting the home of interviewees, observing the in-house environment and interview with family members.
 
   
Objectives
For an advanced product planning phase to understand the needs of actual users thoroughly
To find the opportunity for new product/service
   
KSF
Selecting the interviewees suitable for the research object (target product and environment factor)
Structured guideline and interview scenario
Analysis framework and insight (Activity Process Mapping, Needs Nod Mapping, Scenario Making)
   
   
Definition
Shadow tracking is to find the life style and pattern of using products under the mobile environment through observing the shadows of the research subject.
 
Objectives
To find the needs of the actual users extensively
 
KSF
Selecting the interviewees suited to the research subject
Structured guideline and interview scenario
Analysis framework and insight (Activity Process Mapping, Needs Nod Mapping, Scenario Making)
Definition
A research method that finds the problems by observing the purchasing behaviors of customers and analyzing the store environment through store observation and salesperson interviews
 
   
Objectives
To improve store environment and set a sales strategy through analyzing the purchasing behaviors of customers
   
KSF
Selecting the interviewees suited to the research object (target product and environment factor)
Structured guideline and interview scenario
Analysis framework and insight (Activity Process Mapping, Needs Nod Mapping, Scenario Making)
 
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