consumer behavior, ninth edition schiffman & kanuk
TRANSCRIPT
Consumer Behavior,Ninth Edition
Schiffman & KanukMKT 344 CHAPTER 2
CONSUMER RESEARCHFACULTY NNA
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CHAPTER OUTLINE
Introduction to Quantitative and Qualitative Research
Overview of the Consumer Decision Process Quantitative Research Qualitative Research
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QUANTITATIVE RESEARCH Enables marketers to “predict” 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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llTHE CONSUMER RESEARCH PROCESSFIGURE 2.1
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llSTEP 1: DEVELOPING RESEARCH OBJECTIVES Defining purposes and objectives helps
ensure an appropriate research design. A statement of objectives helps to define the
type and level of information needed.
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DISCUSSION QUESTIONS
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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STEP 2: COLLECTING AND EVALUATING SECONDARY DATA
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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llDISCUSSION QUESTIONPERSONAL PRIVACYMany people do not like the fact that their
personal data are used for marketing. How can marketer’s justify their need for
data? How can they acquire data and maintain
customer privacy?
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STEP 3: DESIGNING PRIMARY RESEARCH STUDY
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
Copyright 2007 by Prentice Hall
Qualitative ResearchQuantitative
Research
Study Purpose
• Provide insights about ideas
• Exploratory research before quantitative study
• Describe target market
• Results for strategic marketing decisions
Types of Questions
• Open-ended• Unstructured
• Close-ended• Attitude scales
Data Collection Methods
• Projective techniques
• Depth interviews• Focus groups
• Observation• Experimentation• Questionnaires
Table 2-1
Copyright 2007 by Prentice Hall
Qualitative ResearchQuantitative
Research
Sampling Methods
• Small• Nonprobability
samples
• Large• Probability samples
Data Analysis
• Analyzed by researchers who collected data
• Look for “key words”
• Subjective
• Coded, tabulated, and entered into database
• Use of statistical methods
Table 2-1 (continued)
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llSTEP 4: COLLECTING PRIMARY DATADATA COLLECTION METHODSOBSERVATIONAL 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
Copyright 2007 by Prentice Hall
Observational research is
often used to design
products to meet needs.
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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 highly convenient technologies will create more records for marketers
Product audits which monitor sales are heavily used by companies
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FOXWOODS CASINO USES MECHANICAL OBSERVATIONAL RESEARCH - FIGURE 2-2
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llARBITRON MECHANICAL OBSERVATION
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llDATA COLLECTION METHODS EXPERIMENTATION 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
Can be conducted in laboratories or in the field
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DISCUSSION QUESTION
Experimentation is critical for direct marketers What might direct marketers test in
experiments? How can they use the results?
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DATA COLLECTION METHODS SURVEYS
Personal Interview
Telephone
Online
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llONLINE SURVEYS ARE GROWING IN POPULARITY
weblink
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llTABLE 2.2 COMPARATIVE ADVANTAGES
MAIL TELEPHONEPERSONAL
INTERVIEWONLINE
Cost Low Moderate High LowSpeed Slow Immediate Slow FastResponse rate
Low Moderate HighSelf-
selectionGeographic flexibility
Excellent Good Difficult Excellent
Interviewer bias
N/A Moderate Problematic N/A
Interviewer supervision
N/A Easy Difficult N/A
Quality of response
Limited Limited Excellent Excellent
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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 same questions, 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 to construct 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 METHODDEPTH INTERVIEW Usually 30 minutes to 1 hour Nonstructured Interpreted by trained researcher Listen to words as well as “body language”
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llQUALITATIVE 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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llONLINE FOCUS GROUPS ARE GAINING IN POPULARITY
Copyright 2007 by Prentice Hall
FIGURE 2.4FOCUS GROUP DISCUSSION GUIDE
1. 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 current service? 5. What are the important criteria in selecting a cellular service?
Examples of Probe questions:a. Tell me more about that . . .b. Share 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 “tests” Consists of sentence completion,
picture/cartoon completion etc
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QUALITATIVE COLLECTION METHOD METAPHOR ANALYSIS
Based on belief that metaphors are the most basic method of thought and communication
Zaltman Metaphor Elicitation Technique (ZMET) combines collage research and metaphor analysis to bring to the surface the mental models and the major themes or constructs that drive consumer thinking and behavior.
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SAMPLING AND DATA COLLECTION Samples are a subset of the population used
to estimate characteristics of the entire population.
A sampling plan addresses: Whom to survey How many to survey How to select them
Researcher must choose probability or nonprobabililty sample.
Table 2.4 Probability Sampling Designs
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 “nth” 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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llSTEP 5: DATA ANALYSIS AND STEP 6: REPORTING FINDINGS Open-ended questions are coded and
quantified. All responses are tabulated and analyzed. Final report includes executive summary,
body, tables, and graphs.