cons research

8/12/2019 Cons Research

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Concept of Consumer

ResearchNo direct way to look into the lack oxso we make logical inferences bystudying other variables:

-Inductive logic- from specifics to generalities

-Deductive logic-from generalities to specifics

IK


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Quantitative Research

Descriptive

Enables marketers to predict consumer

behavior (positivism).

Uses experiments, survey techniques, andobservation.

Findings are descriptive, empirical, and can begeneralized to larger populations.


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Qualitative Research

Consists of depth interviews, focus groups,projective techniques.

Administered by highly trained interviewer-analysts.

Findings tend to be subjective.

Small sample sizes.


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Qualitative vs.Quantitative Research

Qualitative ResearchStudy Purpose

Provide insights about ideas

Exploratory research before

quantitative study

Types of Questions

Open-ended

Unstructured

Data Collection Methods

Projective techniques Depth interviews

Focus groups

Quantitative ResearchStudy Purpose

Describe target market

Results for strategic

marketing decisions

Types of Questions

Close-ended

Attitude scales


Observation Experimentation

Questionnaires


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Qualitative vs.Quantitative Research, contd.

Qualitative ResearchSampling Methods

Small

Nonprobability samples

Data Analysis

Analyzed by

researchers who

collected data

Look for key words

Subjective

Quantitative ResearchSampling Methods

Large

Probability samples

Data Analysis

Coded, tabulated, and

entered into database

Use of statistical

methods


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Secondary Data

Data that have been collected for reasons

other than the specific research project at

hand

Includes internal and external data


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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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Surveys


Personal interview

Mail

Telephone Online


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Validity and Reliability

A measuring instrument is valid if it

measures what it is supposed to measure.

A measuring instrument is reliableif it

measurement results are the same under

all circumstances.


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Attitude Scales

Likert scales:easy to prepare and interpret;simple for consumers to answer

Semantic differential scales: relatively easy

to construct and administer Behavior intention scales:also easy to

construct and administer

Rank-order scales:subjects rank items inorder of preference in terms of some criteria


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Likert ScalePlease place the number that best indicates how strongly

you agree or disagree with each of the following statements

about shopping online in the space to the left of the

statement.

1 = Agree Strongly2 = Agree3 = Neither Agree or Disagree4 = Disagree5 = Disagree Strongly_____ a. It is fun to shop online.

_____ b. Products often cost more online.

_____ c. It is a good way to find out about new products.


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Semantic Differential Profiles of Three

Pay-Per-Movie Services

1

2

3

4

5

Cost

Availability

Numberof

Titles

Easeof

Access

Clarityof

Picture

DVD

Digital

CableDIVX

Excellent

Neutra

l

Poor


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Rank-Order Scale

Rank the following computer manufacturers in terms

of hotline help by placing a 1 next to the one who

provides the best telephone help, a 2 next to the

second best, until you have ranked all six.

_____ IBM _____Hewlett Packard

_____ Dell _____ Gateway

_____ Compaq _____ NEC


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Qualitative Collection Method

Depth Interview Usually 30 minutes to 1 hour

Unstructured

Interpreted by a trained researcher

Listen to words as well as body

language


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Qualitative Collection Method

Focus Group 8-10 participants

Lasts about 2 hours

Always taped or videotaped to assist

analysis

Often held in front of two-way mirrors


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Projective Techniques

1. Word Association Techniques1. Simple

2. Controlled

3. Successive

2. Completion Techniques

1. Sentence

2. Story

3. Picture & Visual Techniques1. Thematic Apperception Technique (TAT)

2. Cartoon Test


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Customer Satisfaction

Measurement

Customer Satisfaction Surveys

Gap Analysis of Expectations versus

Experience Customer Complaint Analysis


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Sampling and Data Collection

Samplesare 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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