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QUESTION 3: INTERPRETING AND COMMUNICATING RESULTS (25 marks) You are a research consultant hired by a clothing designer who makes clothing to appeal...
QUESTION 3: INTERPRETING AND COMMUNICATING RESULTS (25 marks)
You are a research consultant hired by a clothing designer who makes clothing to appeal to video game consumers.
After conducting exploratory research through several focus groups and in-depth interviews, you have collected a large amount of qualitative data.
You have identified the quotes below (Exhibit 3) as most useful.
Exhibit 3:
"I guess I'd stereotype the typical gamer to have a beard, glasses perhaps, biggish build".
"Guys who chat for hours with people all around the world about games and gaming, but to everybody outside of that circle they probably have nothing in common".
"I'd say they're mostly male, although, not necessarily, they would probably be introverted, um, probably fairly thin or weakly, not athletic but slender, average height, probably dark hair".
"Geeky guy, you know, pretty average in all aspects, average height, build, brown hair and eyes, you know all that stuff, and probably communicate quite shyly I guess, probably just stick to their little clique of video gamer friends".
"Not much of a sociable person, keep to themselves a fair bit, umm yeah, probably blends into the crowd a fair but, doesn't really stand out in the crowd".
"Would wear very casual, hoodies, fairly casual jeans, probably some nerdy gamer tops, so, you know, assassins creed shirt, which their best friend buys them for Christmas that they never wear".
"Probably doesn't go out and socialize much".
"I think probably around their friends who are also video game players they would be really loud and outgoing. But in front of other people they'd probably be quiet".
"Most of their disposable income would go towards gaming stuff. It's where they get most of their bragging rights; try and create a bit of envy".
"They're not interested in brands that aren't related to going or have nothing to do with it. All their money and time goes to gaming".
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End of Semester 1, 2017 MKTG2005 Marketing Research
a) From the qualitative data provided, list and describe 3 themes that have emerged, with specific reference to the data in Exhibit 3 (9 marks)
Theme 1: (3 marks)
Theme 2: (3 marks)
Theme 3: (3 marks)
