Information From Respondents

Marketing Research

Chapter 5: Information From Respondents

Predicting BehaviorBehavioral Correlates•Past Behaviors•Intentions

Non-Behavioral Correlates•Socio-demographics•Life Style•Psychographics•Knowledge / Information•Attitudes and Opinions

Behavioral Correlates

Past Behavior is the Best Correlate of Current BehaviorAcquisition, Use, and Possession

Acquisition: Who Purchased the product? (Mom does the shopping)

Use: Who actually uses the product?(Who consumes it, uses it)

Possession: Who physically possesses the product?(whether or not they bought or use)

Influence: Who influences the purchase of the product?

Behavioral CorrelatesPast Behavior: Acquisition, Use, and Possession

Behavioral Correlation Changes Over Time

Expected and Actual Purchase Rates During a 60-Day Period

PRODUCT/SERVICE STATED INTENTION TO PURCHASE

(%)

ACTUALPURCHASE

(%)

DIFFERENCE(%)

Ride local public transportation

22.5 21.7 -0.8

Purchase tax-sheltered investment

11.4 7.2 -4.2

Purchase stereo system 17.6 15.6 -2.0

Trip on cruise ship 4.2 3.7 -0.5

Purchase new automobile

14.3 14.1 -0.2

Behavioral Correlates:Intentions are Complex… Deeper Meaning

1. Understand the technology and its role.

2. Understand the consumer motivations and the context in which the product will be bought and used.

3. Make sure the survey is of consumer behavioral groups with the greatest purchase potential.

4. Go beyond the simplistic and traditional “intent to purchase” questions.

Behavioral Correlates: Measuring IntentionsIn actuality, how would you assess your chances of buying a newly constructed home in the area during the next two or three years, assuming you found one that met your requirements with regard to quality and price?

Ages of children that you would be interested in enrolling in this unique Christian school:

[__________] [__________] [___________]

□ 100% certain to buy □ Better than 50-50 □ About 50-50 □ Less than 50-50 □ Zero-no chance

We are interested in your reactions towards sending your children to a unique private school. The school would be focused around a non-denominational religious setting. It would be located in a very attractive physical setting. It would contain extensive recreational opportunities, but the primary focus would be spiritual and academic. It would range from kindergarten through high school. It would cost roughly $1,500 to $2,000 a year for tuition. How interested would you be in sending your children to this unique Christian school?

□ Very Interested □ Interested □ Not Interested □ I have no school-age children

Non-Behavioral CorrelatesSocio-economic indicators

Age, Income, Occupation, Social Class,

Life Cycle:1. Young unmarrieds

2. Young marrieds, no children

3. Young marrieds, children, youngest child under six

4. Older marrieds, children, youngest child six or over

5. Older marrieds, children maintaining separate households

6. Solitary survivor, older single people

Non-Behavioral CorrelatesLife Style indicators: Activities, Interests, OpinionsLife Style: Tour Gliders

Tour Glides. Members of the Tour Glides segment find the appeal of motorcycling in long-distance touring. They like riding long distances, use their bike both for touring and everyday transportation, are more interested in the comfort of their motorcycle than its speed, prefer riding with a passenger, and to wear a helmet. More than the average HD rider, Tour Glides are traditionally religious, have somewhat old-fashioned tastes and habits, are disciplinarians with their children, like reading, and feel they live a full and interesting life. They are less ambitious than others, and are distinctively unattracted by social gatherings and danger.

TOUR GLIDERS

I like long‑distance touring bikes.I use my bike for touring.My bike is made more for comfort than for speed.I love to ride long distances ... to me, 500 miles is a short trip.I like bikes with plastic farings and engine covers.I like good bikes no matter where they are made.I usually ride with someone on the back of my bike.I like it best when someone is on my bike with me.When I ride I wear leather boots.I use my bike for everyday transportation.

My bike is really quick.I only wave at other riders on bikes like mine.I like to ride aggressively.I have spent a lot of money modifying my bike.I like to have my bike look really different.I don't pay much attention to what I wear when I ride.Most of the time, my motorcycle is just parked.I have spent lots on speed modifications for my bike.I get excited about motocross or scrambling.I like dirt bikes.

Least Frequently Agreed With Least Frequently Agreed With

Life Style: Dream Riders

DREAM RIDERS

Most of the time, my motorcycle is just parked.I like wearing a helmet when I ride.I don't know many other people that ride motorcycles.My bike is pretty much stock.I mainly use my bike for short trips around town.To me, a motorcycle is just transportation.I don't pay much attention to what I wear when I ride.All things considered, I think Japanese bikes are the best.Hot 4‑cylinder bikes sound fantastic.I like to ride alone.

It's true that "I live to ride and ride to live."Riding, to me, is often a magical experience.To me, motorcycles are a symbol of freedom.Motorcycles are a total lifestyle to me.My bike is everything to me.When I am riding in a group, the group almost becomes one.When I'm on my bike it's sometimes a spiritual experience.When I'm on my bike, people seem to be admiring me.I spend most of my free time with my bike buddies.I like to have my bike look really different.

Vanilla Dream Riders. The Vanilla Dream Riders are more interested in the dream of motorcycling than in motorcycling itself, and are otherwise just plain vanilla—a relatively undistinguished group. This is the largest, oldest, among the best educated and wealthiest segment of HD owners, and having the newest motorcycles, yet riding them least and tied (with the Hog Heaven segment) in spending the least accessorizing them. Vanilla Dream Riders like wearing a helmet, tend to have a “stock” bike, and mainly use it for short trips around town. They are distinctively unaffiliated with the “live to ride” ethic, and receive relatively little psychic satisfaction from riding. Their motorcycle is merely a possession, having no real place as a “family member.” They are conservative in their moral values, marital roles, and daily behavior.


Life Style: Hard Core

HARD CORE

Some people would call me and my friends "outlaws."I have spent lots on speed modifications for my bike.Sometimes I feel like an "outlaw."Some people would call me a "dirty biker."I think it's true that "real men wear black."My bike is everything to me.I have spent a lot of money modifying my bike.I spend most of my free time with my bike buddies.Motorcycles are a total lifestyle to me.I like tattoos.

My bike is pretty much stock.Most of the time, my motorcycle is just parked.I like wearing a helmet when I ride.I don't know many other people that ride motorcycles.I like bikes with plastic farings and engine covers.I like good bikes no matter where they are made.I like the spacecraft look of some bikes today.Hot 4‑cylinder bikes sound fantastic.My bike is made more for comfort than for speed.I mainly use my bike for short trips around town.

The Hard Core. More than other segments, members of the Hard Core are on the fringe of society, and identify with the stereotypical biker subculture. They are the youngest, next-to-least well-educated, and certainly the poorest, yet spend nearly 50 percent more than any other segment in accessorizing their motorcycles. Virtually all are blue-collar workers. In relative terms, Hard Core members are much more likely than others to feel like an outlaw, and to believe people would call them and their friends “dirty bikers.” Note, however, that they still only “slightly agree” that these lifestyles describe them well.

More than others, the Hard Core likes to be outrageous, likes danger, favors legalizing marijuana, and embraces the ethic of “eat, drink, and be merry, for tomorrow we die.”


Life Style: Hog Heaven

HOG HEAVEN

When I'm on my bike, people seem to be admiring me.I really believe that cars are confining, like a "cage."Women admire my motorcycle.When I ride I feel like an Old Wild West cowboy.I feel close to other motorcyclists I see on the road.When I am riding in a group, the group almost becomes one.When I'm on my bike I feel closer to nature.I like the attention I get when I'm on my bike.To me, motorcycles are a symbol of freedom.It's true that "I live to ride and ride to live."

I like dirt bikes.I like wearing a helmet when I ride.I like bikes with plastic farings and engine covers.I like good bikes no matter where they are made.I like long‑distance touring bikes.All of my real friends ride bikes.My bike is pretty much stock.I don't pay much attention to what I wear when I ride.Most of the time, my motorcycle is just parked.Hot 4‑cylinder bikes sound fantastic.

Hog Heaven. The Hog Heaven segment finds great psychic and spiritual satisfaction in owning and riding a Harley Davidson motorcycle.Although their accessories spending on their motorcycle this past year is lowest of any, they spent second highest over their years of owning this bike. More than others, these riders feel like an “old wild west cowboy” and closer to nature when they ride. They have many motorcycle friends, and when group riding they feel the group becomes “one.” They do not like helmets, and feel cars are like a “cage.” This segment is distinctively mechanically inclined, likes to work on their motorcycles, has old-fashioned tastes and habits, reads relatively little, and is less likely than others to believe in a life after death. Hog Heaven members often think about how short life really is.


Life Style: Zen Riders

ZEN RIDERS

I like dirt bikes.When I'm on my bike, people seem to be admiring me.I like the attention I get when I'm on my bike.Most of the time, my motorcycle is just parked.I get excited about motocross or scrambling.I think it's true that "real men wear black."Hot 4‑cylinder bikes sound fantastic.When I'm on my bike it's sometimes a spiritual experience.I like to have my bike look really different.My motorcycle often seems like it's alive.

When I ride I wear leather boots.I use my bike for everyday transportation.I love to ride long distances ... to me, 500 miles is a short trip.I use my bike for touring.Some people would call me a "dirty biker."I like to ride alone.To me, a motorcycle is just transportation.I usually wear leather chaps when I ride.I like to wear chapter "colors."I really believe that cars are confining, like a "cage."

Zen Riders. As Zen Riders ride they too find solace and spiritual satisfaction, but find it in motorcycling itself, and escape life’s stresses in doing so. They include the highest percentage of married riders, but otherwise are typical of HD owners in most demographic characteristics. More than others, Zen Riders find motorcycling fulfilling in many of its dimensions: their motorcycle seems alive, they like dirt bikes and the even the sound of 4-cylinder Japanese motorcycles. Zen Riders are more impulsive and believe they are more ambitious than other segments, like to party, and have trouble relaxing in everyday life. They are “modern” husbands, are opposed to legalizing marijuana, but are willing to take chances and to run risks.


Life Style: Live to Ride

LIVE TO RIDE

I love to ride long distances ... to me, 500 miles is a short trip.Motorcycles are a total lifestyle to me.Riding, to me, is often a magical experience.It's true that "I live to ride and ride to live."My bike is everything to me.My bike sometimes seems to have magical power.Sometimes I feel like an "outlaw."I use my bike for touring.When I'm on my bike it's sometimes a spiritual experience.Some people would call me a "dirty biker."

I mainly use my bike for short trips around town.Most of the time, my motorcycle is just parked.My bike is pretty much stock.I don't know many other people that ride motorcycles.I like wearing a helmet when I ride.I like to spend time at my motorcycle dealership.All things considered, I think Japanese bikes are the best.Women should only be passengers on motorcycles.My bike is really quick.Hot 4‑cylinder bikes sound fantastic.

Live to Ride. The Live to Ride segment “rides to live and lives to ride;” they ride more than any other segment, and motorcycles represent a total lifestyle to them. Members of this, the smallest segment, are most likely to have bought their motorcycle new, and ride it the most by a wide margin. They simply love riding; more than other HD owners, they use their bike for everyday transportation, like riding long distances and use their bike for touring. They find riding to be a magical experience, and motorcycling is a total lifestyle to them. If they did not have a family, members of this segment would quit their jobs and take off. They agree with an “eat, drink, and be merry” premise, like to create a stir, like danger, and get lots of satisfaction from their hobbies. They care little about their appearance and tend not to believe in a life after death.


Knowledge / Information

Product Involvement related to knowledge

If your were offered both types of mortgages, indicate the difference, if any, between the interest rate for the fixed rate plan and the initial interest rate for the variable rate plan.

• fixed rate was higher• variable rate was higher• no difference• cannot recall• did not inquire

Knowledge / InformationCustomer satisfaction usually leads to

Customer Loyalty & Product Repurchase •Overall, how satisfied are you with (Brand Name)?

•Would you recommend (Brand Name)?

•Do you intend to repurchase (Brand Name)?

Bias in the Interview Process

Background characteristics:AgeEducationSocioeconomic statusRaceReligionSexEtc.

Psychological factors:PerceptionsAttitudesExpectationsMotives

Background characteristics:AgeEducationSocioeconomic statusRaceReligionSexEtc.

Psychological factors:PerceptionsAttitudesExpectationsMotives

Behavioral factors:Errors in asking questionsErrors in probingErrors in motivatingErrors in recording responses

Behavioral factors:Errors in asking questionsErrors in probingErrors in motivatingErrors in recording responses

INTERVIEWER

AI

BI

CI CR

BR

AR

RESPONDENT

Interviewing Formats

Structured DirectStructured IndirectUnstructured DirectUnstructured Indirect

Personal InterviewMall InterceptTelephoneMailInternet / E-mail

Theories of Mail/Online ResponseExchange:

The process of using mail survey techniques to obtain information from potential respondents can be viewed as a special case of “social exchange.” Very simply, social exchange theory asserts that the actions of individuals are motivated by the return (or rewards) these actions are expected to, or usually do, bring from others. Whether a given behavior occurs is a function of the perceived costs of engaging in that activity and the rewards (not necessarily monetary) one expects the other participant to provide at a later date.

In order to maximize survey response, three conditions must be present:

(1) the costs for responding must be minimized,

(2) the rewards must be maximized,

(3) potential respondents must believe that rewards will be provided.

Theories of Mail/Online Response

Cognitive Dissonance TheoryReducing dissonance is an important component of the “respond/not respond” decision by potential survey respondents.

Dissonance is triggered by receipt of a questionnaire and cover letter asking for participation.

Failure to respond might be inconsistent with a person’s self-perception of being a helpful person, or perhaps at least one who honors reasonable requests,

Failure to respond will produce a state of dissonance which the potential respondent seeks to reduce by becoming s survey respondent.

For some people, the decision process involves a series of decisions, delaying the ultimate decision may be a way to avoid completing the questionnaire without having to reject the request outright and, thus, experience dissonance.

Delaying a decision, therefore, may in itself be a dissonance-reducing response.


Self-Perception TheoryPersons infer attitudes and knowledge of themselves through interpretations made about the causes of their behavior. Interpretations are made on the basis of self-observation. To the extent that a person’s behavior is attributed to internal causes and is not perceived as due to circumstantial pressures, a positive attitude toward the behavior develops. These attitudes (i.e., self-perception) then affect subsequent behavior.In applying the self-perception paradigm to mail survey response we use the concepts of

Salience (behaviors one has attended to), Favorability (the affect or feeling generated by a given behavioral experience), Availability (information in memory)

In addition, we use labeling: Labeling involves classifying people on the basis of their behavior such that they will later act in a manner consistent with the characterization. (Helpful)

Self-perception would predict that labeling one’s behavior would cause that person to view himself or herself as the kind of person who engages in such behavior; therefore, the likelihood of later label-consistent behavior is increased.


Commitment

Including the ranges of allegiance an individual may be said to have for any system of which he or she is a member. Commitment involves Consistent Behavior that: (1) persists over some period of time, (2) leads to pursuit of at least one common goal, and (3) rejects other acts of behavior.

The major elements of commitment are viewed as including the following:

1. The individual is in a position in which his or her decision regarding particular behavior has consequences for other interests and activities not necessarily related to it.

2. The person is in that position by his or her own prior behavior (Personal Choice).

The committed person must recognize the interest created by one’s prior action, and realize it as being necessary.

Professor Ellen Garbarino is looking for help with an online survey.

The survey concerns on- and off-line retail shopping. Everyone's opinion is welcome, even those with no or limited online buying experience.

The questionnaire will take approximately 20 minutes. 2 people will receive $100 AMAZON gift certificates and 15 people will receive $20 AMAZON gift certificates.

If you are interested in helping Ellen out go to the website listed below:

http://connection.cwru.edu/survey

If you have any questions, please feel free to contact Professor Ellen Garbarino at mailto:[email protected] or (216)-368-2061.

Ellen needs your help with a survey

Sending Your Survey By Mail

INITIAL REQUEST FOR ANSWERING QUESTIONS (MAILING OF QUESTIONNAIRE)

REMINDERLetter or postcard

Telephone call

E-mail

FOLLOW-UP CONTACT(S)/REQUESTSQuestionnaire sent

PRELIMINARY NOTIFICATION

Letter or postcard

Telephone callE-mail

NONRESPONSE VALIDATION

Telephone call

Personal interviewE-mail

Comparative Methodologies

Criteria Telephone CATI

In-Home Interviews

Mall-Intercept Interviews

CAPI Mail Surveys Mail Panels Internet/Web

Flexibility of data collection

Moderate to high

High High Moderate to high

Low Low Moderate to high

Diversity of questions

Low High High High Moderate Moderate Moderate to high

Physical Stimuli Use

Low Moderate to high

High High Moderate Moderate Moderate

Sample Control

Moderate to high

Potentially high

Moderate Moderate Low Moderate to high

Low to moderate

Control of data collection environment

Moderate Moderate to high

High High Low Low Low

Control of field force

Moderate Low Moderate Moderate High High High

Quantity of data

Low High Moderate Moderate Moderate High Moderate

Response rate Moderate High High High Low Moderate Very low

Perceived anonymity o9f respondent

Moderate Low Low Low High High High

Social desirability

Moderate High High Moderate to high

Low Low Low

Obtaining sensitive information

High Low Low Low to moderate

High Moderate to high

High

Potential for interviewer bias

Moderate High High Low None None None

Speed High Moderate Moderate to high

Moderate to high

Low Low to moderate

Very high

Cost Moderate High Moderate to high

Moderate to high

Low Low to moderate

Low

Sports

Information From Respondents