Chapter 2 Consumer Research Consumer Behavior Ninth Edition
Chapter 2 Consumer Research Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall
Chapter Outline • Introduction to Quantitative and Qualitative Research • Overview of the Consumer Decision Process • Quantitative Research • Qualitative Research Copyright 2007 by Prentice Hall 2 -2
Quantitative Research • Descriptive in nature. • Enables marketers to “predict” consumer behavior. • Research methods include experiments, survey techniques, and observation. • Findings are descriptive, empirical, and can be generalized to larger populations. 2 -3
Qualitative Research • Consists of depth interviews, focus groups, symbol analysis, collage research, and projective techniques. • Administered by highly trained interviewer-analysts. • Findings tend to be subjective. • Small sample sizes. Copyright 2007 by Prentice Hall 2 -4
• COLLAGE is an arts-based research approach to meaningmaking through the combinationof a variety of pictures, natural objects, words phrases, textiles, sounds, and stories. It is not meant to provide one-to-one transfer of information; rather, it strives to create symbolic suggestive texts through which readers, audiences, and patrons create their own meanings on a given research topic. Copyright 2007 by Prentice Hall 2 -5
• • • PROJECTIVE TECHNIQUES seek to get to the subconscious. They work as follows: Participants are asked to project their feelings and thoughts onto other things. For example: If Coca-Cola was an animal, which animal would it be? . Common projective techniques used include: – Sentence Completion – Cartoon Completion – Stereotyping – Brand Personification Participants are then asked to explain their answers. This 'why' question is the important part of using projective techniques, as the projective techniques are designed to release the sub-conscious though rather than to be, in themselves, revealing. Probing is used to try and uncover the real explanations. For example, if a Coca-Cola was seen as a cow, the explanation may be that the respondent sees it as fat, slow moving and uninspiring. Copyright 2007 by Prentice Hall 2 -6
Table 2 -1 Qualitative Research Study Purpose Types of Questions Data Collection Methods Quantitative Research • Provide insights • Describe target about ideas market • Exploratory research • Results for before quantitative strategic study marketing decisions • Open-ended • Close-ended • Unstructured • Attitude scales • Projective techniques • Observation • Depth interviews • Experimentation • Focus groups • Questionnaires Copyright 2007 by Prentice Hall 2 -8
Table 2 -1 (continued) Qualitative Research Quantitative Research • Large • Probability samples Sampling Methods • Small • Nonprobability samples Data Analysis • Analyzed by • Coded, tabulated, researchers who and entered into collected database • Look for “key words” • Use of statistical methods • Subjective Copyright 2007 by Prentice Hall 2 -9
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. Copyright 2007 by Prentice Hall 2 - 11
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? Copyright 2007 by Prentice Hall 2 - 12
Secondary Data • Data that has been collected for reasons other than the specific research project at hand • Includes internal and external data Copyright 2007 by Prentice Hall 2 - 13
Types of Secondary Data Internal Data External Data • Data generated inhouse • May include analysis of customer files • Useful for calculating customer lifetime value • Data collected by an outside organization • Includes federal government, periodicals, newspapers, books, search engines • Commercial data is also available from market research firms Copyright 2007 by Prentice Hall 2 - 14
U. S. Census Data weblink Copyright 2007 by Prentice Hall 2 - 15
Pakistan Bureau of Statistics Copyright 2007 by Prentice Hall 2 - 16
Discussion Question Personal Privacy Many 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? Copyright 2007 by Prentice Hall 2 - 17
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 Copyright 2007 by Prentice Hall 2 - 18
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 Copyright 2007 by Prentice Hall 2 - 19
Observational research is often used to design products to meet needs. Copyright 2007 by Prentice Hall 2 - 20
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 Copyright 2007 by Prentice Hall 2 - 21
Arbitron Mechanical Observation Copyright 2007 by Prentice Hall 2 - 22
Data 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 Copyright 2007 by Prentice Hall 2 - 23
Surveys Data Collection Methods Personal Interview Mail Telephone Online Copyright 2007 by Prentice Hall 2 - 25
Table 2. 2 Comparative Advantages Cost Speed Response rate Geographic flexibility Interviewer bias Interviewer supervision Quality of response MAIL TELEPHONE Low Slow Moderate Immediate PERSONAL INTERVIEW High Slow Low Moderate High Excellent Good Difficult Excellent N/A Moderate Problematic N/A Easy Difficult N/A Limited Excellent Copyright 2007 by Prentice Hall ONLINE Low Fast Selfselection 2 - 27
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. Copyright 2007 by Prentice Hall 2 - 28
Qualitative Collection Method Depth Interview • • Usually 30 minutes to 1 hour Nonstructured Interpreted by trained researcher Listen to words as well as “body language” Copyright 2007 by Prentice Hall 2 - 29
Qualitative 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 Copyright 2007 by Prentice Hall 2 - 30
Figure 2. 4 Focus 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. . . Copyright 2007 by Prentice Hall 2 - 32
Qualitative Collection Method Projective Techniques • Research procedures designed to identify consumers’ subconscious feelings and motivations • Consist of a variety of disguised “tests” Copyright 2007 by Prentice Hall 2 - 33
Customer Satisfaction Measurement • Customer Satisfaction Surveys • Gap Analysis of Expectations versus Experience • Mystery Shoppers • Customer Complaint Analysis • Analysis of Customer Defections Copyright 2007 by Prentice Hall 2 - 34
Customer Satisfaction Survey Copyright 2007 by Prentice Hall 2 - 35
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. Copyright 2007 by Prentice Hall 2 - 36
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. Stratified random sample The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group. 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. Copyright 2007 by Prentice Hall 2 - 37
Data Analysis and Reporting Findings • Open-ended questions are coded and quantified. • All responses are tabulated analyzed. • Final report includes executive summary, body, tables, and graphs. Copyright 2007 by Prentice Hall 2 - 38
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