research in consumer behaviour

8/13/2019 Research in Consumer Behaviour

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CONSUMER RESEARCH


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HISTORY

POSITIVISM /MODERNISM

EXPERIMENTATION/EXPERIMENTALIS

ATION


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DEVELOPMENT OF MOTIVATION

RESEARCH

Earnest Ditcher . 1950


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Consumer Research process

Specify research objectives

Collect and evaluate secondary sources

Design primary research Analysis

Interpretation , findings and conclusions


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Methods of

consumer research

Primary researchmethods : qualitative

or quantitative

Secondary research

methods

Consumer Research Methods


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Secondary: use of existing

research already done

Government Consulting firms

Newspaper and magazine

articles

Primary: creation of specificstudies to answer specific

questions


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Primary research


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Qualitiative Primary Research /

Motivational Research

Depth Interviews

Focus Groups

Projective Techniques

Laddering


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Focus Groups

Focus Groups DefinedConsists of 8 to 12 participants

Led by moderator

In-depth discussion on one topic

Goal: To learn and understand what people have to say


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The Popularity of Focus Groups

About 25 percent of all research expenditures is spent onfocus groups.

Conducting Focus Groups

Preparing for a Focus Group

The Setting:focus group facility often in a conference style room

Recruiting Participants: mall intercept, telephone


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Steps in Conducting a Focus Group

Prepare for the group.

Select a focus groupfacility and recruit theparticipants.

Select a moderator.

Create a discussionguide.

Conduct the group.

Prepare the focusgroup report..


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Selecting the Moderator

1. Genuine interest in people

2. Acceptance and appreciation for the differences in people

3. Good listening skills

4. Good observation skills

5. Interest in a wide range of topics

6. Good oral and written skills

7. Objectivity


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Developing a Discussion Guide

An outline of the topics to be covered

Three stages:

Rapport is established

Provoke intense discussion Summarize significant conclusions

Preparing a Focus Group Report

Advantages and Disadvantages of Focus

Groups


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REST STOP

FOCUS GROUP EXERCISE


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PROJECTIVE TECHNIQUES

From Psychology projective

techniques like ;

a) Word association test

b) Sentence Completion test

c) Story Completion Test

d) Cartoon / Picture Test

e) Role play Test

f) Third Person Test

g) Thematic Apperception Test


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Essentials of

Marketing

Research

Kumar,Aaker,Da

A) WORD ASSOCIATION

Researcher gives word, term, brand-name or product

Respondent gives immediately top-of-the mind thought

Presented as a random list with neutral items

Analyzed in terms of responses, non-responses, time elapsed

Frequently used


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Stimulus Word Response

Postman _________

Bank Teller* _________

Networking _________

Automatic teller machine*

Persian Carpet _________

Driver _________Bank by Phone* _________

_________

FREE WORD ASSOCIATION

In this technique, a list of carefully selected stimulus

words or phrases related to the topic of research are readout, one at a time, to a respondent. The respondent is

asked to respond with the first word or phrase that comes

to his/her mind.The list of words should contain a mixture

of test words and neutral words.

In th e examp le show n here, the

researchers seems to be interested in

study ing high- tech bank ing (words

w ith *).

However, analyzing and interpret ing

test results are rather dif f icul t .


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Automatic teller machine users are___________________________________________________________

___________________________________________________________

Automatic teller machines may be convenient, but they

___________________________________________________________

___________________________________________________________

My major concern about automatic teller machines is

___________________________________________________________

___________________________________________________________

SENTENCE COMPLETION

This technique is an extension of the free-word association test. In this

technique, the respondent is presented with some sentences containingincomplete stimuli and is asked to complete them. Like the free-word

association method, interpreting and analysing data obtained from this

technique is also difficult.


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Since Mr. Alber t Lee had received a large commission by check just

before leaving home for a holiday tr ip, he wanted to deposit i t in anautomatic teller machine, because ___________, but his fr iend M r.

Wong told him that he should _____________, because

_____________.

UNFINISHED SCENARIO COMPLETION

This technique is similar to the sentence completion test. However, in

this technique, the respondent is presented with a specific scenario

containing incomplete stimuli [see example below] and is asked to

complete the scenario. Interpreting and analysing data obtained from

this technique is also difficult.


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Deposit

this

cheque

nearest

ATM in

the

CARTOON COMPLETION TEST

In the cartoon technique, the

respondent is shown a comic-strip

like cartoon with two characters in a

conversation. While the speech of one

character is shown in his/her

balloon,the other balloon is empty.The respondent is asked to assume

the role of the other person and fill

the empty baloon with a speech.


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Essentials of

Marketing

Research

Kumar,Aaker,Da

ROLE PLAYING

Respondent takes on role of another person, e.g. salesperson

Respondent reveals insight in his own thoughts and feelings of a product in

the interaction with buyer


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Essentials of

Marketing

Research

Kumar,Aaker,Da

THIRD-PERSON TECHNIQUES

Do not ask people how they would respond but ask how another person

would react or respond

Used for embarrassing issues

Example:Why dont many people provide their families nutritionally

balanced breakfasts?


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OPINIONS GATHERED

That makes me think of the garden. It is the city in the country, very much

so. It looks like New York, with the Empire State Building right there.

Calming, relaxing. Theres a tree there so you can see the country-side and

youve got the background with the city and the buildings, so its a regional

focus.


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SUITABILITY IN ASIA-PACIFIC REGION Theoretically, qualitative research techniquesshould be suitable in the Asia-Pacific countries.

However, in reality conducting qualitative research in Asia does not seem to be easy. In most Asian countries techniques such as focus group research constitutes about 10 of all

research works carried out by companies mainly due to cultural reasons. People feel more confident with numbers than with mere opinions. In some Asian societies people hesitate to express opinion on sensitive issues. Groups in Singapore are less willingly to talk than those in Hong Kong. While expressing views Hong Kongers are more impatient while Thais and Filipinos have an in-built courtesy

bias


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Physiological Measures

Devices attached to the consumer to measure

Arousal

Eye movement

Consumer feedback


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LADDERING Laddering is a behavioral interviewing technique used to achieve analytical insight

into people's decision-making process. It is structured upon a theory formulated by

Dennis Hinkle in 1965 for use in clinical psychology. It is now widely used in many

fields including consumer marketing, organizational research and corporate

management.


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As an example, consider this snippet of an interview between a marketer and a consumer about to purchase a new

computer.

Marketer: You're interested in purchasing a new computer. Can you tell me why?

Consumer: So I can do my tasks faster and without getting frustrated at my slow computer.

Marketer: Why do you think you get frustrated at your slow computer?

Consumer: Because I value efficiency and I like to make the most of my limited work day.

Marketer: Why do you value efficiency?

Consumer: I like to take on as many projects as possible and being efficient allows me to do so. Marketer: Why do you feel like taking on multiple projects?

Consumer: I just do. It's in my nature.

Read more: http://www.ehow.com/way_5191640_laddering-interview-techniques.html#ixzz2di2LKQ00


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ZALTMAN METAPHOR - ELICITATION TECHNIQUE

(ZMET)


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Surveys

Planned questions

Open-ended

Closed-ended

Sample size and inferences

Forms

Mail

Telephone

Mall Intercept

Computer/Internet

Biases

Wording

Response

Interviewer


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In-depth interviews

Structured vs. unstructured interviews

Generalizing to other consumers

Biases


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Observation

Consumer is observed--preferably unobtrusively--while:

Examining products prior to making a purchase

Using a product

Engaging in behavior where the product may be useful


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Issues in Primary Research

Social desirability/ willingness to

stand out ---> need to adjust

data

Willingness to criticize products

Familiarity with being surveyed

Reachability of respondents

Selection of appropriate respondent

research in consumer behaviour

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