3. consumer research 020411
TRANSCRIPT
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2. CONSUMER RESEARCH
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Quantitative Research
� Descriptive in nature.
� Enables marketers to ³predict´ consumer behavior (positivism).
� Research methods include experiments,survey techniques, and observation.
� Findings are descriptive, empirical, and
can be generalized to larger populations.
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Qualitative Research
� Consists of depth interviews, focus
groups, metaphor analysis, collage
research, and projective techniques.� Administered by highly trained interviewer-
analysts.
� Findings tend to be subjective.
� Small sample sizes.
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Qualitative ResearchQuantitative
Research
Sampling
Methods
� Small
� Nonprobability
samples
� Large
� Probability samples
Data
Analysis
� Analyzed by
researchers whocollected data
� Look for ³key words´
� Subjective
� Coded, tabulated,
and entered intodatabase
� Use of statistical
methods
Table 2-1 (continued)
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The Consumer Research Process
Figure 2.1
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Developing Research Objectives
� Defining purposes and objectives helps
ensure an appropriate research design.
� A statement of objectives helps to definethe type and level of information needed.
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Secondary Data
� Data that has been collected for reasons
other than the specific research project at
hand
� Includes internal and external data
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Types of Secondary Data
Internal Data� Data generated in-house
� May include analysis of customer files
� Useful for calculating
customer lifetime value
External Data� Data collected by an
outside organization� Includes federal
government, periodicals,
newspapers, books,
search engines� Commercial data is also
available from market
research firms
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Designing Primary Research
� Quantitative Research Designs
± Include research design, data collection
methods, instruments to be used, and the
sample design
� Qualitative Research Designs
± Include depth interviews, focus groups,
projective techniques, and metaphor analysis
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Data Collection Methods
Observational Research� Helps marketers gain an in-depth
understanding of the relationship between
people and products by watching them
buying and using products
� Helps researchers gain a better
understanding of what the product
symbolizes
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Data Collection Methods
Mechanical Observational
Research� Uses mechanical or electronic device to
record consumer behavior or response
� Consumers¶ increased use of highlyconvenient technologies will create more
records for marketers
� Product audits which monitor sales areheavily used by companies
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Data Collection Methods
Experimentation� Can be used to test the relative sales
appeal of many types of variables
� An experiment is usually controlled withonly some variables manipulated at a time
while the others are constant
� Can be conducted in laboratories or in the
field
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Surveys
Data Collection Methods
Personal Interview
Telephone
Online
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MAIL TELEPHONEPERSONAL
INTERVIEWONLINE
Cost Low Moderate High Low
Speed Slow Immediate Slow Fast
Responserate
Low Moderate High Self-selection
Geographic
flexibilityExcellent Good Difficult Excellent
Interviewer
bias N/A Moderate Problematic N/A
Interviewer
supervision N/A Easy Difficult N/A
Quality of
responseLimited Limited Excellent Excellent
Table 2.2 Comparative Advantages
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Validity and Reliability
� If a study has validity it collects the
appropriate data for the study.
� A study has reliability if the samequestions, asked of a similar sample,
produce the same findings.
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Attitude Scales
� Likert scales: easy for researchers to prepare
and interpret, and simple for consumers to
answer
� Semantic differential scales: relatively easy toconstruct and administer
� Behavior intention scales: also easy to construct
and administer
� Rank-order scales: subjects rank items in order
of preference in terms of some criteria
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Qualitative Collection Method
Depth
Interview
� Usually 30 minutes to 1 hour
� Non structured
� Interpreted by trained researcher � Listen to words as well as ³body language´
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Qualitative Collection Method
Focus Group� 8-10 participants
� Lasts about 2 hours
� Always taped or videotaped to assistanalysis
� Often held in front of two-way mirrors
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Focus Group Discussion Guide1. Why did you decide to use your current cellular company?
2. How long have you used your current cellular company?
3. Have you ever switched services? When? What caused the
change?
4. What do you think of the overall quality of your currentservice?
5. What are the important criteria in selecting a cellular service?
Examples of Probe questions:
a. Tell me more about that . . .
b.S
hare your thinking on this . . .c. Does anyone see it differently . . .
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Qualitative Collection Method
Projective Techniques
� Research procedures designed to identify
consumers¶ subconscious feelings and
motivations
� Consist of a variety of disguised ³tests´
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Qualitative Collection Method
Metaphor Analysis
� Based on belief that metaphors are themost basic method of thought andcommunication
� Zaltman Metaphor Elicitation Technique(ZMET) combines collage research andmetaphor analysis to bring to the surfacethe mental models and the major themesor constructs that drive consumer thinkingand behavior.
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Customer Satisfaction
Measurement� Customer Satisfaction Surveys
� Gap Analysis of Expectations versus
Experience� Mystery Shoppers
� Customer Complaint Analysis
� Analysis of Customer Defections
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Sampling and Data Collection
� Samples are a subset of the populationused to estimate characteristics of theentire population.
� A sampling plan addresses: ± Whom to survey
± How many to survey
± How to select them� Researcher must choose probability or
nonprobabililty sample.
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ProbabilityS
amplingD
esigns
Simple random
sample
Every member of the population has a known and
equal chance of being selected.
Systematic random
sample
A member of the population is selected at random
and then every ³nth´ person is selected.
Cluster (area)
sample
The population is divided into mutually exclusive
groups (such as blocks), and the researcher draws a
sample of the groups to interview.
Stratified random
sample
The population is divided into mutually exclusive
groups (such as age groups), and random samples
are drawn from each group.
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Data Analysis and Reporting
Findings
� Open-ended questions are coded and
quantified.
� All responses are tabulated and analyzed.� Final report includes executive summary,
body, tables, and graphs.