cb consumer research process
TRANSCRIPT
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Previous Topic’s Review
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Today’s Learning Objectives
To Understand:
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1 To Understand the Importance of Consumer Research
To Understand the Steps in the Consumer Research Process
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To Understand Specific Features and Applications of Different Research Methods
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To Understand Each Element of the Consumer Research Process4
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A Model of Consumer Decision Making
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Firm’s Marketing Efforts
4PSocial EnvironmentFamily, Group,
Culture, Social Class
Motivation, Perception, Learning, Personality, Attitudes
Purchase and Post-Purchase EvaluationOUTPUT
PROCESS
INPUT
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The Importance of the Consumer Research Process
• Marketers must understand customers to design effective:
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Marketing Strategies
Products Promotional Messages
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The Consumer Research Process
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Secondary Research
Primary Research
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Developing Research Objectives
• Defining purposes and objectives helps ensure an appropriate research design.
• A written statement of objectives helps to define the type and level of information needed.
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Class Discussion
1. Assume you are planning to open a new pizza restaurant near your campus. • What might be three objectives of a research
plan for your new business?• How could you gather these data?
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Secondary Data
Data that has been collected for reasons
other than the specific research project at
hand
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Types of Secondary Data
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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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Qualitative Collection Method
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Qualitative Research
Depth Interviews
Focus Groups
•8-10 participants• Respondents are recruited through a screener questionnaire•Lasts about 2 hours•Always taped or videotaped to assist analysis•Often held in front of two-way mirrors•Online focus groups are growing
• One-on-one interview• Usually 20 minutes to 1 hour• Nonstructured• Interviewer will often probe to get more feedback• Session is usually recorded
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Qualitative Collection Method cont’d
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Qualitative Research
Projective Techniques
Metaphor Analysis
•Word Associations•Sentence Completion•Photo/Visual for Storytelling•Role Playing
Based on belief that metaphors are the most basic method of thought and communication
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Qualitative Collection Method “Looking-In”
• Look at information from threads and postings on social media, including blogs and discussion forums
• Methodology to capture consumers’ experiences, opinions, forecasts, needs, and interests
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Class Discussion
Many people do not like the fact that their personal data are used for marketing.1. How can marketers justify their need for data? 2. How can they acquire data and maintain
customer privacy?
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Quantitative Collection Method
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Quantitative Research
Observation (or Mechanical)
Experimentation
Survey questionnaires
• Can be used to test the relative sales appeal of many types of variables
• An experiment is usually controlled with only some variables manipulated at a time while the others are constant
• Use samples as a subset of the population used to estimate characteristics of the entire population.
• Gain an in-depth understanding of the relationship between people and products by watching them buying and using products.
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Data Collection Methods
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Mail Telephone Personal Interview
Online
Cost Low Moderate High LowSpeed Slow Immediate Slow Fast
Response rate Low Moderate High Self-selectedGeographic flexibility
Excellent Good Difficult Excellent
Interviewer bias N/A Moderate Problematic N/AInterviewer Supervision
N/A Easy Difficult N/A
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Validity and Reliability
• Validity = collects the appropriate data for the study.
• Reliability = the same questions, asked of a similar sample, produce the same findings.
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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.
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Customer Satisfaction Measurement
• Customer Satisfaction Surveys– Analysis of Expectations
versus Experience• Mystery Shoppers• Customer Complaint
Analysis
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Summary
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