lecture 3 methods for researching consumer behavior

RESEARCH METHODS FOR EXPLAINING CONSUMER BEHAVIOR

Prof. SAVICA

I. WHAT CONSUMERS ARE TO BE RESEARCHED?

All consumers?

Some consumers?

Only selected profitable

consumers?

Segmentation

Positioning

Targeting

II. METHODOLOGICAL APPROACHES

Data Sources

Secondary data Primary data

Existing data, collected for other purposes

Collected for specified purpose

QUANTITATIVE

QUALITATIVE

Observation Examination Experiment

Depth interview Focus groups Projective techniques


Quantitative data Qualitative data

Facts, numbers, estimations, relations, forecasts

Structured questions

Example: Your favorite marketing subject in summer semester is :

Consumer behavior Price strategies Methods of distribution

Ideas, opinions, feelings, attitudes

Unstructured, open-ended questions

Example: Indicate which is your favorite marketing subject in summer semester. Explain why!

АЗА 3 – ИЗВОРИ НА ПОДАТОЦИ


Primary or secondary data?

1. In order to establish and promote Starbucks in Skopje, marketers examined the required information on the Internet (investment, operations, sales, suppliers, raw materials). What kind of research is this one?

2. In order to organize a concert of Rihanna in Skopje, marketers made a direct interview with her, examining all her needs (accommodation, food, travel route, script organization, etc.). What kind of research is this one?

3. In order to make the taste of Nestle chocolate perfect, Nestle marketers made a survey with consumers. What kind of research is this one?


Quantitative or qualitative data?

1. Primary quantitative data are obtained through observation, examination and experimentation.

А. TrueБ. False

2. The answer of one respondent of T-Mobile survey was: "I am not satisfied with the services of the company due to the high roaming costs" What kind of data is obtained?

3. Circle one of the options for the following statement, “Consumer behavior professor is trying to explain the learning material"

А. Strongly agreeБ. AgreeВ. No opinionГ. DisagreeД. Strongly disagree

II. METHODOLOGICAL APPROACHESА. Methods for collecting primary quantitative data

Observation

Observing and recording the behavior of consumers in different situations (in natural or artificially created environment)

NaturalPlacement of billboards, bus-

stations

Artificial, controlledTasting wine in supermarkets

Masked, hiddenMystery shopper

Unmasked, openStore windows

StructuredAlready prepared questionnaire

UnstructuredQuestions according to situation

DirectResearching websites

IndirectResearch after the event

Humanvision, hearing, touch, smell

MechanicPsychogalvanometer (palms),

pupilometer (eyes), cameras, scanners


А. Methods for collecting primary quantitative data

Observation

In a mall On a street At home


Examination

Collecting data by asking questions, mostly through questionnaires

Direct communication Communication by post

Panel discussion

Personal interview

Ex. Do you use a washing detergent Gong?

Telephone interview

Ex. Are you satisfied with our telecommunications services?

Mail, fax, newspaper, magazine, hotel, shop, restaurant

Ex. Do you want an annual subscription to our magazine?

Ex. Are you satisfied with our hotel services?

Consumer panel

Shops panel

TV-viewers panel

Households panel


Experiment

Measuring the impact of one variable on another, measuring the influence of independent variables on dependent variables

STEPS:

Problem definition (has soup a good taste) Setting a hypothesis (soup has a natural taste) Defining independent variables (ads for soup) Defining dependent variables (consumer reactions) Controlling the experiment (other factors under control) Statistical analysis and interpretation of results (acceptance or rejection of the hypothesis)

II. METHODOLOGICAL APPROACHESB. Methods for collecting primary qualitative data

Depth interview

Through questionnaires, marketers are examining motives, hidden feelings, behaviors of the respondents (unstructured questions)

Travel agency wants to find out what consumers want to visit in Paris:

А. What would you like to visit in Paris? Describe in detail!

B. In which season you want to visit Paris? Explain your choice!

C. How long would you like to stay in Paris during the 10-day trip through Europe?


Focus groups

A small group of respondents (8-12 people) discuss with a trained facilitator on a particular topic (new product, existing product, concept, etc.)

Main features Trained facilitator (1.5 – 2 hours) Homogeneous groups (200 – 800 €/ session) Atmosphere (audio-video recording)


Projective techniques

Explanation of a insufficient, unstructured or unclear material for respondent

Word Association Test

Ex. The word INDIA associates to----------------

Ex. The word MILKA associates to-------------

Test of Sentence Completion

Ex. People buy chocolates because ------------

Ex. For me, traveling by boat is ----------------

Rorschach test




Thematic Apperception Test




Visualization Test (Role play)

I didn’t do it!

III. RESEARCH INSTRUMENTSQuestionnaire

A list or more lists with questions that are asked to the respondent

Closed questions Open questions

Multiple choice Replying with their own words (expressing ideas, opinions, views)

Example: Questionnaire for performance of schools of the Ministry of Education and Science

In how many shifts the classes are organized?

А. OneB. TwoC. Three

What is your opinion about organizing classes in shifts?

--------------------------------------------------


Types of closed questions – scaling methods

Multiply choice

How often do you attend the classes on Consumer behavior?

А. RegularlyB. SometimesC. Never

Dichotomous questions

I plan to buy a laptop in the next 12 months.

А. YesB. No

Note your age.

А. Up to 18 years oldB. From 19 to 30 years oldC. From 31 to 50 years oldD. Above 51 years old

Mathematics for Business is a tough subject at the Faculty of Economics.

А. TrueB. False



Likert scaleMark with Х as how strong you agree/disagree with the following statements about your working

place:

Strongly disagree Disagree

Neither agree, nor disagree Agree

Strongly agree

1. I like my job 2. I have good cooperation with my colleagues

3. I know how to manage stress at work

4. I have very difficult working tasks

5. I have good working conditions 6. My work is well-paid



Semantic differential

What do you think of the packaging of Marlboro cigarettes?

-3 -2 -1 0 1 2 3

Bad quality High quality

Economical Luxurious

Masculine Feminine

Serious Fun

Standard Unusual

Expensive Cheap

Modern Old-fashioned

Regular Formal

Worthy Worthless

Boring Attractive

Encouraging Obsolete



Stapel scale

No bipolarity

Points are presented as numbers

No zero, only description

Rate the European university

+5 +5 +5 +5

+4 +4 +4 +4

+3 +3 +3 +3

+2 +2 +2 +2

+1 +1 +1 +1

EquipmentQuality of teaching

staff Image Location

-1 -1 -1 -1

-2 -2 -2 -2

-3 -3 -3 -3

-4 -4 -4 -4

-5 -5 -5 -5



Thurstone scale

Cards with statements from negative to positive

attitudes

Jury assigns the statements into 3 categories

Favorable attitudes

Unfavorable attitudes

Neutral attitudes

Summing attitudes

You can get AIDS from toilet seatsyou can get AIDS from heterosexual sexAIDS is a death sentence

people with AIDS are badAIDS will never happen to mePeople with AIDS deserve what they got

AIDS is a cure, not a diseaseIf you get AIDS you will die within a yearAIDS costs the public too much

Jury distributes the statements into 11 subcategories

1 2 3 4 5

6 7 8 9

10 11

1 – least favorable to the concept11- most favorable to the concept

AIDS is a dangerous disease Aids affects us all If you have AIDS, you can still lead a normal

life People with AIDS are real people AIDS is a death sentence Children cannot catch AIDS People infected with AIDS did not have safe

sex People with AIDS should be treated just like

everybody else. A cure for AIDS is on the horizon

--------------------- ---------------------



Q sorting

talkative sociable serious indifferent permissiveeducation

1 2 3 4 5 6

Example: what features a professor should have?



Paired comparison scale

With √ mark the sport two-seated car that you prefer in the corresponding pair

----------- BMW Z4 M Coupe ----------- Chevrolet Courvette ZO6

----------- Porsche Cayman S ----------- Porsche Cayman S

----------- Chevrolet Courvette ZO6 ----------- Porsche Cayman S

----------- BMW Z4 M Coupe ----------- Dogde Viper SRT10

----------- Chevrolet Courvette ZO6 ----------- Dogde Viper SRT10

----------- Dogde Viper SRT10 ----------- BMW Z4 M Coupe


Procedures for the preparation of a questionnaire

What information should be collected? How to collect information? (mail, in person ..) Choosing the type of questionnaire (open /closed questions) Logical sequence of questions (easy to difficult) Layout of the questionnaire Testing the questionnaire

Clear, short, precise, simple questions One question – one answer! No confusing questions, or questions that suggest a

response! No insulting questions! Symbolic rewards (free book, membership, subscription)

Rules in the preparation of a questionnaire

MINI TEST

Explain the following terms:

• Qualitative data : --------------------• Pupil meter: ------------------------------------------• Panel of households:-------• Rorshahov test:------------------------------• Dichotomous questions: -----------------------------------• Semantic differential :----------------• Q sort:---------------------------• Stapel scale:-------------------------------------------• Word association:-----------------------------------

lecture 3 methods for researching consumer behavior

Marketing

kind of data

research methods

behavior of consumers

kind of research

direct interview

consumer behavior professor

natural taste

structured questions