3. Consumer Research 020411

8/6/2019 3. Consumer Research 020411

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2. CONSUMER RESEARCH



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Quantitative Research

� Descriptive in nature.

� Enables marketers to ³predict´ 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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Qualitative ResearchQuantitative

Research

Sampling

Methods

� Small

� Nonprobability

samples

� Large

� Probability samples

Data

Analysis

� Analyzed by

researchers whocollected data

� Look for ³key words´

� Subjective

� Coded, tabulated,

and entered intodatabase

� Use of statistical

methods

Table 2-1 (continued)



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The Consumer Research Process

Figure 2.1



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Developing Research Objectives

� Defining purposes and objectives helps

ensure an appropriate research design.

� A statement of objectives helps to definethe type and level of information needed.



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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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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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Data Collection Methods

Observational 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



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Mechanical Observational

Research� Uses mechanical or electronic device to

record consumer behavior or response

� Consumers¶ increased use of highlyconvenient technologies will create more

records for marketers

� Product audits which monitor sales areheavily used by companies



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Experimentation� Can be used to test the relative sales

appeal of many types of variables

� An experiment is usually controlled withonly some variables manipulated at a time

while the others are constant

� Can be conducted in laboratories or in the

field



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Surveys


Personal Interview

Mail

Telephone

Online



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MAIL TELEPHONEPERSONAL

INTERVIEWONLINE

Cost Low Moderate High Low

Speed Slow Immediate Slow Fast

Responserate

Low Moderate High Self-selection

Geographic

flexibilityExcellent Good Difficult Excellent

Interviewer

bias N/A Moderate Problematic N/A

Interviewer

supervision N/A Easy Difficult N/A

Quality of

responseLimited Limited Excellent Excellent

Table 2.2 Comparative Advantages



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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 samequestions, 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 toconstruct 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 Method

Depth

Interview

� Usually 30 minutes to 1 hour

� Non structured

� Interpreted by trained researcher � Listen to words as well as ³body language´



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Focus Group� 8-10 participants

� Lasts about 2 hours

� Always taped or videotaped to assistanalysis

� Often held in front of two-way mirrors



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Focus Group Discussion Guide1. 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 currentservice?

5. What are the important criteria in selecting a cellular service?

Examples of Probe questions:

a. Tell me more about that . . .

b.S

hare your thinking on this . . .c. Does anyone see it differently . . .



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Projective Techniques

� Research procedures designed to identify

consumers¶ subconscious feelings and

motivations

� Consist of a variety of disguised ³tests´



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Metaphor Analysis

� Based on belief that metaphors are themost basic method of thought andcommunication

� Zaltman Metaphor Elicitation Technique(ZMET) combines collage research andmetaphor analysis to bring to the surfacethe mental models and the major themesor constructs that drive consumer thinkingand behavior.



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Customer Satisfaction

Measurement� Customer Satisfaction Surveys

� Gap Analysis of Expectations versus

Experience� Mystery Shoppers

� Customer Complaint Analysis

� Analysis of Customer Defections



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Sampling and Data Collection

� Samples are 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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ProbabilityS

amplingD

esigns

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 ³nth´ 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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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.

Documents

3. Consumer Research 020411