Integrating Research Methods with Marketing Decisions

In the focus group method, a small group of people is interviewed on the topic. These people are free to interact with one another. This is a hurdle for the researcher as he has no control over the group. Many times it drifts towards irrelevant matters. The data also gets influenced by others. Another problem is that it is a researcher dependent. The questions framed by the researcher lead in one particular direction.
Projective techniques are indirect techniques that help understand the underlying beliefs without disclosing the actual aim of the research like word association, sentence completion, story completion, cartoon tests, role play, etc.
In-Depth Interviews are conducted on a one-to-one basis. This helps in getting in-depth information and also to get to the hidden issues. Unlike survey interviews, it may not have the same set of questions for all the participants. It is a time-consuming process that may get influenced by the bias of the researcher.
There are three techniques used in these interviews – One is Laddering, in this, the questions start off with the external objects and slowly get to internal attitudes or feelings. Another way is Hidden issue questioning. In this, the researcher concentrates on deeply seated beliefs and feelings. The third one is the Symbolic Analysis. Here the researcher asks opposite questions and tries to understand their symbolic meanings
In-depth Interviews are the best-suited way for this research as it will help understand the underlying beliefs and attitudes that form the basis for buying a vehicle. This is the information needed by the company to remodel Taurus.&nbsp.&nbsp.
Descriptive research gathers data and then interprets it by tabulating and organizing the data. The description is used as a tool for organizing the data. It is very helpful to find out what is the best solution to the given problem with many variables.&nbsp.