The document outlines an exploratory research design focusing on social media prosumption, detailing methods such as interviews, focus groups, and secondary data analysis. It emphasizes the importance of understanding social media usage patterns, motivations for consumption, and content creation. Additionally, it discusses the benefits and limitations of qualitative research methods and secondary data sources in marketing research.
The document outlines an exploratory research design focusing on social media prosumption, detailing methods such as interviews, focus groups, and secondary data analysis. It emphasizes the importance of understanding social media usage patterns, motivations for consumption, and content creation. Additionally, it discusses the benefits and limitations of qualitative research methods and secondary data sources in marketing research.
The document outlines an exploratory research design focusing on social media prosumption, detailing methods such as interviews, focus groups, and secondary data analysis. It emphasizes the importance of understanding social media usage patterns, motivations for consumption, and content creation. Additionally, it discusses the benefits and limitations of qualitative research methods and secondary data sources in marketing research.
The document outlines an exploratory research design focusing on social media prosumption, detailing methods such as interviews, focus groups, and secondary data analysis. It emphasizes the importance of understanding social media usage patterns, motivations for consumption, and content creation. Additionally, it discusses the benefits and limitations of qualitative research methods and secondary data sources in marketing research.
Use this guide to uncover salient aspects related to prosumption on social media. Allow respondents to express themselves. You may change the order of questions if necessary to maintain the spontaneity of responses. You should explain the academic purpose of the research and seek respondents’ permission before recording the interview. End the interview by thanking the respondent for his/her time and offer him/her a small token gift before they leave. I. Basic Details 1. a) Name b) Age c) Education
d) Gender e) Current employment status f) Monthly income ()
g) Marital and family status h) Native place (if the interviewee is migrant) 2. When did you leave your native place? Why? Please tell a little about your journey? (Probe what did he do till now?)
II. Social Media Usage
A. (i) Social media consumption 3. Do you use social media? (such as Facebook, Instagram, Youtube, snapchat, apps similar to TikTok, Whatsapp) 4. Which social media you commonly use? (These can include facebook, Instagram, youtube, apps similar to TikTok, and any other apps which YOU consider as social media) 4
1. What do you do on these (social media)?
a. Whether you watch on multiple social media? (Using both facebook, youtube, Instagram, Snapchat, Whatsapp) b. Whom do you watch with? Do you watch alone, with friends, family... c. Do what you watch changes when you are alone as compared to when you are with others? d. Do what you watch changes with the time of a given day? With time of the year? e. When do you watch social media? (It can include watching status and posts of others, watching videos, reels, movies, songs, News, among others) {Please probe in-depth about what do they watch. Spend some time over it.}
(ii) Motivations behind and consequences of social media consumption
2. Why do you watch (use)? 3. What happens when you watch things on (use) social media? (Herein, cover all aspects arising from responses to previous question.)
B. (i) Creation on social media
4. What do you create? {Create encompasses creating content, that can range from creating videos, sharing and commenting on others ‘comments, anything else that can be considered as creation in digitally world} a. Do you create on multiple social media? b. Do you create alone? Are your friends, family relatives involved? (Explore how are others involved across different social media platforms? For instance, creating selfie, sharing and comments can be done individually. However, making reels, videos can involve others.) c. Do you use supporting apps during creation (Apps include avenues for improving quality of videos, sound, images etc.) How do you come to know and decide about these apps? d. Why do you seek others’ help? How do you decide the person whom help to seek? 5
1. What do you do on these (social media)?
a. Whether you watch on multiple social media? (Using both facebook, youtube, Instagram, Snapchat, Whatsapp) b. Whom do you watch with? Do you watch alone, with friends, family... c. Do what you watch changes when you are alone as compared to when you are with others? d. Do what you watch changes with the time of a given day? With time of the year? e. When do you watch social media? (It can include watching status and posts of others, watching videos, reels, movies, songs, News, among others) {Please probe in-depth about what do they watch. Spend some time over it.}
(ii) Motivations behind and consequences of social media consumption
2. Why do you watch (use)? 3. What happens when you watch things on (use) social media? (Herein, cover all aspects arising from responses to previous question.)
B. (i) Creation on social media
4. What do you create? {Create encompasses creating content, that can range from creating videos, sharing and commenting on others ‘comments, anything else that can be considered as creation in digitally world} a. Do you create on multiple social media? b. Do you create alone? Are your friends, family relatives involved? (Explore how are others involved across different social media platforms? For instance, creating selfie, sharing and comments can be done individually. However, making reels, videos can involve others.) c. Do you use supporting apps during creation (Apps include avenues for improving quality of videos, sound, images etc.) How do you come to know and decide about these apps? d. Why do you seek others’ help? How do you decide the person whom help to seek? 6
Exploratory Research Design
• Provide insights into: ▫ general nature of a problem, ▫ the possible decision alternatives, and ▫ the relevant variables • Highly flexible, unstructured and qualitative research methods • Uses secondary data sources, observations, in- depth interviews and focus group discussion 7
Marketing Research
Marketing Research
Primary Secondary
Qualitative Quantitative Qualitative Quantitative
8
Data Sources
Primary Data
Secondary Data 9
Sources of Secondary Data
10
Uses of Secondary Data
• May provide enough information to resolve the problem being investigated
• Can be a valuable source of new ideas that can be explored later through primary research
• Acts as a prerequisite to collecting primary data and can help in designing
the primary data collection process
• Helps to define the problem and formulate hypotheses about its solution
• Helps in defining the population / sample / parameters of primary research
• Can serve as a reference base to compare validity of primary data
11
Benefits and Limitations of Secondary Data
Benefits Limitations • Low cost • Collected for some other purpose • Less effort • No control over data collection • Less time • May not be accurate • Sometimes more accurate • May not be in correct form • Sometimes only way to • May be outdated obtain data • May not meet data requirements • Assumptions have to be made
In some cases secondary data can be more accurate than primary data. - For example, if a company wants information on the sales, profits, and so forth, of other companies, it can get more reliable and accurate information from government-released sources, trade associations, or general business sources than from the companies themselves. 12
Appraising Secondary Sources
Factors to Be Considered: • Who has collected the data (did they have adequate resources)? • Why was the data collected (how interests of the agency matches with ours)? • How was the data collected (what is the quality of data on-hand)? • What data was collected (geographic and demographic limitations)? • When was the data collected (how old/obsolete is the data)? • Is there consistency? 13
Applications of Secondary Data
• Demand Estimation
• Monitoring the Environment
• Segmentation and Targeting
• Developing a Business Intelligence System 14
Problems Associated with Secondary Data in International Research
Email Surveys • Advantages ↑ Greater speed of delivery of questionnaires ↑ Higher speed of delivering responses and feedback ↑ Cost-savings benefits over regular mail surveys ↑ No intermediaries ↑ Asynchronous communication • Disadvantages ↓ Low security ↓ No guarantee for anonymity 18
Information Collection : Qualitative and Observational Methods
• Recommended to capture the basic feel • Limited to providing of a problem prior to information on current conducting more behavior analytical study
Qualitative Observational Methods Methods 19
Qualitative Research Methods
Exploratory • Conducted primarily to explicitly define the problem and formulate hypotheses
Orientation • To learn more about target customer (e.g. Culture, language)
Clinical • To gain insights into topics that are difficult in a structured research 20
Qualitative Research Methods (Contd.)
• Four major constraints: ▫ Volume of data ▫ Complexity of analysis ▫ Detail of clarification record ▫ Time-consuming nature of the clerical efforts required
• Computer technology helps alleviate these problems and
increase the use of qualitative research 21
Individual In-depth Interviews
• Nondirective interviews ▫ Respondent given maximum freedom to respond
• Semi-structured or focused individual interviews
• Offers participants more stimulation than an interview; makes new ideas and meaningful comments more likely
• Issues to be addressed: ▫ Outlining the intended direction of the group ▫ Explaining how participants were recruited ▫ Re-educating observers on the concepts of random selection, statistical reliability, and projectability of research results 23
Types of Focus Groups
• Used in the exploratory phase of the market
Exploratory research process Focus Groups • Used for generating the hypotheses for testing
Clinical • Based on the premise that an individual's true
feelings and motivations are subconscious in Focus Groups nature
Experiential • Allows the researcher to experience the
emotional framework in which the product is Focus Groups being used 24
Key Factors for Focus Group Success
✓ Planning the Agenda
✓ Recruitment
✓ Moderator
✓ Analysis and Interpretation of the Results 25
Projective Techniques • Presentation of an ambiguous, unstructured object, activity, or person that a respondent is asked to interpret and explain.
Categories of Projective Techniques
• Word Association • Completion Test • Picture Interpretation • Third Person Techniques • Role Playing • Case Studies • Other Projective Techniques like Photo Sort., Pictured Aspirations Technique (PAT), etc. 26
Limitations of Qualitative Methods
• Potential susceptibility of the results to get misused or misinterpreted
• Results not necessarily representative of the whole
population
• Moderator or interviewer's role is extremely critical
and can lead to ambiguous or misleading results 27
