110 | CONSUMER CULTURAL STUDIES

SIX SIX / MARKETING RESEARCH PROCESSES. | 111

MARKETING RESEARCH PROCESSES.

A PERSPECTIVE OF THE FUTURE
FROM A QUALITATIVE VIEW

Authors:
Luz Alexandra Montoya-Restrepo, PhD.
Associate Professor, School of Mining,
National University of Colombia.

Iván Alonso Montoya Restrepo, PhD.

Associate Professor, School of Agricultural Sciences,
National University of Colombia

Sandra Rojas-Berrío, PhD.

Assistant Professor, School of Economic Sciences,
National University of Colombia.
112 | CONSUMER CULTURAL STUDIES

INTRODUCTION

The objective of this document is to resume the increasing importance of qualitative mar-
ket research, which has shown growth not just in scientific journals but also has larger
numbers compared to quantitative research. The first step was reflecting on research in
marketing and the possibilities it offers to get to know consumers and purchasing habits.
The methodology applied is divided in two moments: the first moment is based on biblio-
metrics, which reviews trends in publications, and in the second moment, different sce-
narios from marketing research are proposed based on experts’ opinions and prospective
methods (Smic Prob-Expert method). The conclusion is that in the future, research will be-
come a discipline that is largely associated to sensory and neurological studies, operated
with social networking strategies and oriented to the description of specific phenomena,
all of which will lead to a new scientific anthropo-marketing.

Research and development processes in marketing are very significant due to its
impact on organizations: they are a liaison between the market and the company, thus
connecting the company’s internal and external processes.

Both types of marketing strategies, internal (which allow employees to under-

stand their organizational function, plan their professional future and get aligned
with the company’s strategic objectives with action between HR and marketing aimed
at organizational commitment (Bohnenberger, M. 2017)) and external, also known
as rational marketing (which allow a connection and the generation of added value
relationships to reach permanence and growth goals through brand loyalty (Cano, A.
2015)) are the daily tasks of organizations, forcing them to be updated in order to
improve organizational performance (Farris, et al. 2015).

In order to conduct this task properly, it is necessary to acknowledge many

aspects of the company and its surroundings, this requires constant research of all
kinds to feed the marketing information system, known as MKIS (Lopez et al, 2015).

This system is a set of structured information and relations that provide reliable,
accurate and timely information to make decisions within marketing areas (Layton, R.
& Duan, Z. 2015). It must ensure information reliability; therefore its collection must
be subject to quality criteria, and it has to be current and reality-adjusted, it must also
provide information that is relevant for the organizational needs (Rowley, J. 2016).

The aforementioned requires obtaining information centers at micro and macro

environment scale (Smith, L. & Wong, M. 2016, Leonidou et al, 2018).

The main functions of the marketing area directors are to analyze, plan, execute
and control, which will attest the needs of the information and how it may be better
 SIX / MARKETING RESEARCH PROCESSES. | 113

used to implement the marketing strategy for the target audience and in terms of com-
petitors, stakeholders and all macro environment forces (summarized in the acronym
PESTEL Political, Economic, Social, Technological, Environmental and Legal) (Grünig, R.,
& Kühn, R. (2015).

The environment search that comprises this marketing intelligence may have dif-
ferent types of sources:

• Informal: unstructured effort with the function of providing a general idea,

• Conditioned: when specific information is required, and
• Formal: planned and systematic search (Arias et al, 2016). Depending on the re-
quirements, management may choose one or the other, or a mix of both.

Another additional element is competitors’ research (Arnett, D. & Wittmann, C.

2014) as a surveillance system, which is key to feed the MKIS, to observe changes taking
place in companies in the same sector and to face the same changes and challenges of-
fered by the environment to the company (Lopez et al, 2016).

Aside from the external elements, there are others that are directly related to the
company’s capacity to fulfill the consumers’ needs, wishes and interests (East, R. el al,
2016, Barahona, et al, 2018), for which consumer behavior will try to identify:
• New needs
• Unfulfilled needs or needs that may be managed better
• Changes in the purchasing process
• Decision-making mechanisms in shopping
• Use or usage of products and services
• Impact of price changes
• Client satisfaction processes
• Brand positioning
• New distribution and communication channels with the clients
• Impact of social and environmental campaigns
• Regulation changes, among others.

All of the environment information will be entered by this area to be taken into ac-
count by the organizational strategic management (Solomon, M. 2014), this is precisely
where market research as primary source of information becomes essential in the MKIS
(Rani, P. 2014).

It may be said that market research as a scientific research process (Sekaran, U.,
& Bougie, R. 2016) must abide by methodological requisites to guarantee objectivity
and rigor.
114 | CONSUMER CULTURAL STUDIES

This enables information collection to solve questions formulated as part of the

research process initiation, allowing it to recognize trends and relations in the system’s
understanding (Gutierrez, 2007).

Table No. 1 contains the main definitions of this process.

Table No. 1 Definitions of Market Research

Author, year Definition

Market research is the “identification, compilation, analysis and

dissemination of information in a systematic and objective way,
with the purpose of improving decision-making processes that
relate to the identification and solution of marketing problems
Malhotra, 2008 and opportunities” p. 2

It is the “systematic design, obtainment, analysis and

presentation of data and findings that are pertinent to a specific
Kotler, Keller, 2009 marketing situation faced by the company” p. 23

“A systematic compilation, record, analysis and distribution of

data and information on marketing problems and opportunities.
Sandhusen, 2005 P. 33
“Market research is the function that connects the consumer,
client and trader through information. This information is used
to identify and define marketing opportunities and problems; as
well as to generate, perfect and assess marketing actions, and
improve the understanding of marketing as a processӍ
American Marketing
Association, 2017 “Market research is a comprehensive part of marketing, in charge
of collecting and analyzing key information related to a specific
situation in the market. This information is used to identify and
define opportunities and to support decision-making processes.
Therefore, it is of the utmost importance in business decision-
making since it steers the development of business strategies”.

Source: research

These processes may take two routes: quantitative and qualitative (Brannen, J. 2017,
Hanssens, 2018). The first methodological route (qualitative) searches for the why and
the how, based on hermeneutics, phenomenology and social interaction: social applica-
tions such as ethnography, action-participation and using history research. It is based
on direct methods, such as group sessions and in-depth interviews, or on indirect meth-
ods, applying techniques such as association, termination, construction and expression
(Hussein, A. 2015, Burke, R. 2018).
 SIX / MARKETING RESEARCH PROCESSES. | 115

The quantitative route examines the analytical, experimental or descriptive with a

mathematical lens. It allows a generalization of results due to its statistical and proba-
tive development (Figure No. 1).

Figure No. 1 Types of Research

Qualitative Qualitative

• Hermeneutics • Analytical
• Phernomenology • Experimental
• Social interaction • Descriptive

Source: the research

The differences among both research alternatives are very appealing (Lipowski, eta al,
2018), nonetheless, mixed analyses allow a complete observation of the outlook. Table
No. 2 shows the limitations of each method.

Qualitative Quantitative
Focuses on phenomenology and Probabilistic induction of logical positivism
comprehension
Subjectivity Permanent and controlled measurement
Data inference Inference that is posterior to the data
Exploratory, inductive and descriptive Confirmatory, inferential, deductive.
Process-oriented Result-oriented
Does not allow generalizations Repeatable data that may be generalized
Changing and dynamic reality Static reality

Table No. 2 Differentiation of the Research Methodologies. Source: Delgado, 2017. P. 1

With this environment in mind, this chapter aims at elucidating the main trends in re-
search, highlighting the advantages of each through the analysis of secondary sources
and prospective analysis.
116 | CONSUMER CULTURAL STUDIES

METHODOLOGY

In order to achieve the objective of establishing the main trends in qualitative marketing
research, this document combines a methodology of analyzing the main academic con-
tributions, especially those related to a quantitative analysis, followed by the qualitative
analysis. With this purpose, the methodology throughout the analysis stages consisted
in establishing which of the academic contributions had qualitative and which had quan-
titative characteristics, as illustrated in Figure No. 1.

Figure No.1 Stages of the Analysis

Marketing
articles

Articles with a Articles with a

quantitative quantitative
approach approach

Caracteristics Main topics Caracteristics Main topics

Source: the research

Likewise, 4 article typologies were found in the academic material, which were useful to
conduct this type of research, one focuses on quantitative analysis and three others are
specifically related to the qualitative approach, as explained in Table No. 3
 SIX / MARKETING RESEARCH PROCESSES. | 117

Table No. 3 Characteristics of the Research Approaches in Marketing

Type of document Characteristics Approach

Empirical-quantitative Statistical, descriptive
Articles based on real data, whe-
and inferential analysis,
ther exploratory, descriptive or
parametric and non-para-
explanatory, that analyze rela-
metric tests, multi-vari-
tions between different variables
able analysis.
through quantitative analysis
Experiments are also
techniques.
included.
Empirical-qualitative Descriptions of histories,
case studies and narra-
tives take precedence,
Articles based on real data,
methodologies such as
whether exploratory, descriptive
grounded theory may be
or explanatory, that analyze real
considered. Overall, this
organizational phenomenon
theory may be sum-
without resorting to quantitative
marized in observation,
analysis techniques.
interviews / surveys,
document compilation
and research action.

Conceptual-applied
Articles that analyze theories or
Suggest new alterna-
concepts and models suggesting
tives for reality analysis
models, approaches or recipes
through analytical deduc-
as practical guides to be used by
tive methodologies.
management professionals.

Conceptual-theoretical
Articles centered on theoretical Conceptual develop-
knowledge dissemination of exis- ments of analyzed real-
ting theories or models or based ities that show alterna-
on criticism or magnification. tives.

Source: Adapted from Gantman, E. R., & Rodriguez, C. J. F. (2017) p. 5)

In Colombia, there is an association of companies that conduct market research and that
are certified with UNE-ISO 20252:2012 Market, social and opinion research to guaran-
tee product quality. These companies also divide their research in different typologies,
and in qualitative and quantitative research, as seen in Figure No. 2. This proves that the
methods are widely used in any of the research’s typologies required.
118 | CONSUMER CULTURAL STUDIES

Figure No. 2 Business Approaches

Typologies Qualitative Qualitative

Political Group sessions Personal interviews

Public opinion In-depth interviews Informative media

interviews

Media Ethnography Individual

questionnaires

Advertising Face-to-face and

online Focus Groups Mail survey

Satisfaction Bulletin Boards

Client training Netnography

Goods and services Semiotics

Neutophysiology

Concealed client

Source: adapted from ACEI, 2017

With the probabilistic findings, a probabilistic cross-reference impact matrix was

created based on the contributions of a panel of 10 marketing management experts, 5
of them from the academic sector (McBride, et al, 2017). These results “were oriented
towards determining simple and conditional probabilities of hypotheses and/or events,
as well as the combination probabilities of the latter, taking into account the interactions
between events and/or hypotheses” (Godet, 2017). This method, denominated Smic-
Prob-Expert® was developed in 1974 by Michel Godet regarding nuclear power topics
(Godet, 1997), the objective of the methodology is to determine probabilities to develop
more likely scenarios and to evaluate low-impact combinations. Thanks to the method-
ology suggested by Godet, M., & Durance, P. (2007), Amer et al, 2013, variable prioritiza-
tion is achieved in decision-making processes, as observed in Figure No. 2. The analysis
herein is intended to achieve strategic architecture as a future project (Stratigea, A., &
Papadopoulou, C. A. (2013).
 SIX / MARKETING RESEARCH PROCESSES. | 119

Figure No. 2 Smic Prob-Expert® Method

SMIC PROB-EXPERT Method

Probabilistic cross-referenced impact

FUTURE PROJECT
• Decisions trees
• Oportunities trees ACTION
Strategic architecture
WHAT AM I GOING TO DO?

• Actions' rain
Desirable future STRATEGY
WHAT CAN I DO?
• Morphological analysis
• Schwartz’ analysis
State of the future PROSPECTIVE
WHAT CAN IT HAPPEN?

• Structural analysis
State of the present DIAGNOSIS
WHAT HAPPEN?

Source: Gill Bolivar Fabio, Prospectiva estratégica t, UNAD, 2001, pág. 10

The methodology focuses on 3 stages (Figure No. 3), the first is where hypotheses
are formulated and experts are selected, it is followed by a probabilization of scenarios
in order to proceed with the suggested strategy to obtain the expected results.

Figure No. 3 Smic-Prob-Expert® Methodology

Stage 3: Strategic proposal

• Based on the selected scenarios,

alternatives are proposed to
achieve the best scenario.

Stage 2: Probabilization of
scenarios

• Selecting from a set of

alternatives regarding the future
of the agglomeration, starting
from the analysis of the
Stage 1: formulation of
conditions presented by reality,
hypotheses and expert selection
Aranda, 2001
• A SMIC survey begins with 5 or 6
fundamental hypotheses and some
complementary hypotheses.
• An expert panel requests an
evaluation of the simple fulfillment
probability of one hypothesis from
a probability of 1 (very weak) to a
probability of 5 (very likely)
• The fulfillment is evaluated under
the conditional probability of one
hypotheses in relation to all of them.

Source: adapted from Godet, 2017

120 | CONSUMER CULTURAL STUDIES

The Smic-Prob-Expert® program (a classic minimization program of a quadratic form

with linear limits) allows the experts to conduct the analysis, eliminating opinions by
experts that are not coherent or that affect the probability of each of the 2N possible
combinations of the N hypotheses (Sarpong, et al, 2013).

RESULTS

Marketing Bibliometrics Analysis According to Research Focus

Marketing research has grown both ways in the fields of qualitative and quantitative
research; overall in the marketing field, publications in the Scopus® database in 1980
amounted to 858 per year and by 2016 to 10,456 (Figure No. 4), however, a decrease was
experimented , which it shall be analyzed in years to come.

Figure No. 4 Documents Found in the Marketing Formula

Scopus
17.5k

15k

12.5k
Documents

10k

7.5k

5k

2.5k

0k
1905 1915 1925 1935 1945 1955 1965 1975 1985 1995 2005 2015 2025

Copyright© 2017 Elsevier B.V. All rights reserved. Scopus® is a registered trademark of Elsevier B.V.

Source: Scopus® Date: November 7th, 2017

From these articles, Figure No. 5 shows a comparison between the two large methodol-
ogies, articles with quantitative methodology have a significant increase between 2000-
2015, with an approximate peak of 345 articles in 2015, the qualitative methodology
shows a similar growth rate but with a higher number of publications, its peak exceeded
500 in 2017.
 SIX / MARKETING RESEARCH PROCESSES. | 121

Figure No. 5 Comparison Between Qualitative Marketing Articles vs. Quantitative Marketing Articles

Scopus Scopus
600 400
350
500
300
400
250
Documents

Documents
300 200
150
200
100
100
50
0 0
2002
2007

2022

2023
2007
1985

2012
1982

2017
1992
1962

2015
1997

1983
1967

1935
1972

1943
1977

1999
1959

1975
1967
1951

1991
Qualitative and marketing Qualitative and marketing
Copyright© 2017 Elsevier B.V. All rights reserved. Scopus® is a registered trademark of Elsevier B.V.

Source: Scopus® Date: January 17th, 2018

By observing the Figures, it is clear that both cases present a trend of growth, the dif-
ference lies in the number of publications: quantitative had peak of 344 in 2016 out of
a total 4,079 since 1936, qualitative had a peak of 513 in the same year out of a total of
5,547 since 1962. There are more publications with qualitative analysis.

Analysis of the Experts’ Results

When the experts were inquired regarding the development and research possibilities
in the fields of qualitative research, they identified 5 research fields that are expected to
lead marketing research.

Focusing on the qualitative type of research, different variables may arise in the
research (Gutierrez, J., & Delgado, J. M. (1999), with the fields proposed, Bibliometrics
were reviewed, the findings appear in Figure No. 6, reflecting special growth in ethnog-
raphy, networks, neuromarketing, and sensory marketing research, interest in the afore-
mentioned has grown (elected by the experts), the case of research related to interactive
surveys (Hulland, et al (2018) has had increase and decrease intervals, but it was taken
into account due to its importance in the future.
122 | CONSUMER CULTURAL STUDIES

Figure No. 6 Main Articles in Qualitative Research

Scopus Scopus
70 600

60 500
50
400
40
Documents

Documents
300
30
200
20

10 100

0 0

2003
2007
2008
2005
2004

2006

2009

2015
2007

1983

2019
1995
1999
1987
1975
1979
2018
2010

2015
2014
2013
2012

2016
2017

2011
1981

1991
2011

Neuromarketing Marketing and Network

Scopus
30

25

20
Documents

15

10

0
2004
2007
2001

2010
1983

2013
1986

1998

2016
2019
1989

1995
1992

Etnography

Scopus
100

80 Scopus
25
60
Docum ents

20
40
15
Documents

20
10
0
2002

2006

2018
2010

2014
1990
1986

1998
1982

1994
1978
1974

Marketing and sensory 0

2008
2005
2002

2014
1984

1990
1993

1999

2017
1996
1987

2011
1981

Marketing and intractive surveys

Source: Scopus ® Date: November 7 V. ,All2017

Copyright© 2017 Elsevier B.th rights reserved. Scopus® is a registered trademark of Elsevier B.V.
 SIX / MARKETING RESEARCH PROCESSES. | 123

Once these 5 research fields were decided, the experts were asked for the definition
of each one by outlining a future hypotheses describing the expectations in a 15-year
horizon. These hypotheses indicate the way each research approach is expected to be
oriented towards the future. The descriptions describing the hypotheses are summa-
rized in Table No. 4.

Table No. 4 Description of the Qualitative Research Fields

N° Long title Short title Description

1 Research on social SocialN More automatic social networks in devices
networks of contextual use, so as not to interrupt
the interrelation of the consumer with the
environment. Not only generators of data
and likes, but of identification of patterns of
tendencies of repurchase.

2 Research on Ethno Ethnographies focused on fictional designs

ethnographic studies to explore not only learning from experience,
but also from the imagination.
3 Research in Neuro Consumer evaluation technology less
neurophysiology for invasive and at the time of decision-making.
marketing
4 Sensory research in Sens Development of interfaces for better use of
marketing the human senses (consumers).

5 Development of Survey Everyday applications of surveys with virtual

interactive surveys and applied reality.

Source: the research

The experts were explained that the Smic-prob-expert® method would be applied
(cross-reference impact analysis), intended to inquire the experts about their opinion
regarding the occurrence of some future hypotheses or events in a defined timeline and
its mutual influences. The hypotheses turned out to be descriptions or explanations that
seek to foretell the future state of a process.
Once the hypotheses were outlined, the panel members were asked to express
their opinion regarding the probability of occurrence of each hypotheses (Hi= H1, H2,
H3, H4, H5) in the timeline. They were asked to score each one as very likely, likely, un-
certain, unlikely or very unlikely (0.9, 0.7, 0.5, 0.3, 0.1 respectively).
The probabilities of each hypothesis are known as P(i) of the hypotheses or simple
scores. Afterwards, the experts proceeded to score the positive and negative conditioned
probabilities as a structural analysis through the cross-reference matrix evaluation, in
order to appreciate their opinion regarding the probability of occurrence of a hypothe-
sis, if another hypothesis were probable (positive) or not (negative). Conditional proba-
bilities are taken against each other, as follows:
124 | CONSUMER CULTURAL STUDIES

P (i/j) probability of i if j were to take place

P (i/j) probability of i if j were not to take place

According to the help manual of the SMIC application, the following conditions have to
be fulfilled:

“These raw opinions must be such that the net results respect the following conditions:

a) O < P(i) < 1

b) P(i/j).P(j) = P(j/i).P(i) = P(i.j)

c) P(i/j).P(j) + P(i/ noj).P(noj) = P(i)

The principle of the Smic method consists of correcting the raw opinions expressed
by the experts in a way that obtains coherent net results (meaning, satisfying the
classic problems on probabilities), the closest to the initial estimates” (Smic-prob-
expert® help)

With this strategy, the application obtains net probabilities on the hypotheses
with a median of probability distribution. The solution is obtained with a quadratic
minimization; this way, the application classifies the possible scenarios based on the
experts’ scores.

Figure No. 7 shows the future scenarios for a 15-year horizon, it can be observed
that only a few scenarios turn out to be very likely based on the scores allocated by the
panel of experts:
 SIX / MARKETING RESEARCH PROCESSES. | 125

Figure No. 7 Future Scenarios by the Experts’ Panel

Histogram of Probability of the Scenarios (Expert)

01 - 11111 0.322
03 - 11101 0.118
09 - 10111 0.109
17 - 01111 0.107
05 - 11011 0.07
07 - 11001 0.051
26 - 00110 0.048
13 - 10011 0.042
16 - 10000 0.035
25 - 00111 0.02
14 - 10010 0.017
32 - 00000 0.015
19 - 01101 0.015
20 - 01101 0.015
10 - 10110 0.013
28 - 00100 0.003
06 - 11010 0
18 - 01111 0
11 - 10101 0
12- 10100 0
21 - 01011 0
22- 01010 0
23 - 01001 0
24 - 01000 0
04 - 11100 0
08 - 11000 0
27 - 00101 0
15 - 10001 0
29 - 00011 0
30 - 00010 0
31 - 00001 0
02 - 11110 0

Source: Smic-prob-expert®
These scenarios present different alternatives:

Scenario 11111 is the one perceived as most likely, in which it is expected that in
15 years, all of the hypotheses take place and synergies between the hypotheses ac-
knowledged for each research field are generated. Marketing will be a discipline that is
highly associated with sensory and neurological studies, operated with social network-
ing strategies and oriented towards the description of specific phenomena with an eth-
nographic approach.
126 | CONSUMER CULTURAL STUDIES

The second most likely scenario is 11101, which acknowledges that almost all the pro-
posed hypotheses will take place, but challenges may arise in fulfilling the sensory research
field hypothesis due to difficulty of having sophisticated functional interfaces that are artic-
ulated to the human sensory system. This scenario acknowledges a future challenge in the
research agenda associated with the development of science and technology that enables
communication and control processes between the human brain, the nervous system, de-
vices, the sensory system and its organs, and its connections, as well with the ethical and
engineering aspects involved in an agenda such as this one. It could result in consumers
rejecting the use of prosthetics and/or relatively invasive additions to enhance the human
sensory experience.

10111 is the third most likely scenario. In the future, all of the hypotheses take place
except the one regarding ethnographic studies research. This specific difficulty may be asso-
ciated with the strong trend of social groups’ diversification, it could be particularly difficult
to recognize homogeneous groups within the investigation and for them to keep stable pat-
terns in time, or for studies to result in possible adaptations to a dominant vision in an in-
depth neoliberal consumption model. Progress in the neurological and sensory fields may
lead to group experiences becoming significantly particular to the individual consumption
experience.

The fourth likely scenario is 01111. It acknowledges the difficulty of having more au-
tomated social networks in devices of contextual use. As well as the difficulty of being able
to identify patterns of tendencies of repurchase with these networks. Aspects such as eth-
ical and respectful usage of consumers’ personal data in highly automated networks, the
exhaustion of the technological addiction model based on gratification deriving from social
networks and the perception of time loss or lack or reality could affect this research field.
The scenario could show that the development of better networking requires identifiable
group consumption, and that limitations in the sensory agenda or neuromarketing studies
could affect novel ways of social network interaction, its contextual use and automation.

A fifth relevant scenario implies all the hypotheses taking place in 15 years, except for
marketing neurophysiology. It is unclear if accessible and affordable evaluation technology
that is not extremely invasive for consumers can be in place. It is also difficult to appreciate
the power of understanding the consumer better, as well as the aspect related to the mo-
ment of decision-making. This scenario acknowledges that a future challenge for the devel-
opment of the research agenda is the field of neurophysiology for marketing, seeing as its
absence will determine the diversified or successful development of the other hypotheses.
After the scenarios are differentiated, it is possible to conduct a sensitivity analysis to
appreciate how, as a result of the scores, the ΔPj variation of a Pj probability of the j event,
as a result of a variation in the ΔPj probability of the i event. The results are in the form of an
elasticity matrix in the eij form.
 SIX / MARKETING RESEARCH PROCESSES. | 127

e(ij) = ((P(i). ΔP(j)) / (P(j). ΔP(i)))

The additions that accumulate effects on each hypotheses, measured with the eij
coefficient, may make up a matrix in which the additions of the absolute value generate
a measure of the influence of hypothesis i on the others. Consequently, additions per col-
umn account for the dependence of the hypotheses. (Source: Smic-prob-expert® help)

The values are seen in Figures No. 8 and 9 (Histograms of sensitivity of influences
and dependences):

Figure No. 8 Histogram of Sensibility of Influences

Histogram of Probability of the Scenarios (Expert)

SocialN 0.929

Sens 0.8

Neuro 0.715

Ethno 0.62

Survey 0.355

Source: Smic-prob-expert®

Figure No. 9 Histogram of Sensibilities of Dependences

Histogram of Sensitivity of Dependences (Expert)

Ethno 0.85

SocialN 0.765

Neuro 0.662

Sens 0.553

Survey 0.48

Source: Smic-prob-expert®
128 | CONSUMER CULTURAL STUDIES

This way, a table to summarize the scores of the influences and dependences was com-
piled, determining the location of each trend, as follows:

Table No. 5 Matrix of Dependence and Influence of Described Trends

Dependence Influence Zone

Socialnet 0.765 0.929 Strategic

Sens 0.653 0.8 Challenge

Neuro 0.662 0.715 Challenge

Ethno 0.86 0.62 Effect

Survey 0.48 0.355 Autonomous

Average 0.684 0.6838

Source: the research

Scores can be placed in a graph in a plane of dependences and influences (x and y axes,
respectively). Therefore, it is possible to have 4 areas or regions, as follows:

• An area with major influence hypotheses and minor dependences, configurating fu-
ture challenges, it is the power area of the graph and the most influential.
• An area with major influence hypotheses and major dependences. This is known as
an area of conflict, and it usually includes strategic aspects on others.
• An area with major dependences and minor influences, known as exit or effects area.
• An area with minor influences and minor dependences, leading to an area of auton-
omous hypotheses.

In Figure No. 10 of dependences and influences, the values adding the sensibility analy-
sis are placed in the graph, and the hypotheses are classified in four areas:

The hypotheses of the sensory and neurological fields are in the power area, mean-
ing these will be the most relevant fields in the future, the ones with the capacity to
influence on the others and, relatively, the most independent.

Social networking is in the conflict area, it is influenced by the sensory and neuro-
physiology fields. This area also influences others, especially ethnographic studies.

The ethnographies hypothesis is the most dependent, while the surveys hypothesis
is relatively autonomous.
 SIX / MARKETING RESEARCH PROCESSES. | 129

Figure No. 10 Dependences and Influences

1
Sens Social Net
0,9
0,8
Neuro
0,7
0,6
Ethno
0,5
Survey
0,4
0,3
0,2
0,1
0
0 0,2 0,4 0,6 0,8 1

Source: the research

CONCLUSIONS

Analyzing the types of marketing research, it is found that qualitative research has
been developing with more intensity than the quantitative research; although an in-
depth review may reveal one phenomenon being studied using a mixed tactic: first,
a qualitative analysis to approach the problem, followed by a quantitative analysis to
determine the true relations and be more accurate in the studies conducted.

Five important development areas are found when focusing on qualitative re-
search: neuromarketing and nano-marketing research, sensory marketing research,
social networks and Internet analysis, ethnographies and different ways of interac-
tive interviews.

When experts were asked about these 5 trends, and having to score them with
the Smic-prob-expert® prospective method, it was found that marketing research
will be a discipline that is highly related to sensory and neurological studies, op-
erated with social networking strategies and oriented to the description of specif-
ic phenomena with an ethnographic approach, which may be called scientific an-
thropo-marketing, meaning the study of the most social and human behaviors from
the perspective of sociology and anthropology, but grounded on results obtained by
neurosciences. After the hypotheses were located in a matrix, it was clear that the
sensory and neurological fields are in the power zone and will lead research without
leaving social and fundamentally human approaches behind. More and more, there
is a need to corroborate social and impact analyses on others in consumption with
scientific and technological advances.
130 | CONSUMER CULTURAL STUDIES

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