Chapter 2 Consumer Research - جامعة نزوى · • Projective techniques • Depth interviews...

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1 Copyright 2007 by Prentice Hall Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 2 Consumer Research Copyright 2007 by Prentice Hall 2 - 2 Chapter Outline Introduction to Quantitative and Qualitative Research Overview of the Consumer Decision Process Quantitative Research Qualitative Research

Transcript of Chapter 2 Consumer Research - جامعة نزوى · • Projective techniques • Depth interviews...

Page 1: Chapter 2 Consumer Research - جامعة نزوى · • Projective techniques • Depth interviews • Focus groups Data Collection Methods • Close-ended • Attitude scales •

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Copyright 2007 by Prentice Hall

• Consumer Behavior,Ninth Edition

• Schiffman & Kanuk

Chapter 2Consumer Research

Copyright 2007 by Prentice Hall 2 - 2

Chapter Outline

• Introduction to Quantitative and Qualitative Research

• Overview of the Consumer Decision Process

• Quantitative Research

• Qualitative Research

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Quantitative Research

• Descriptive in nature.

• Enables marketers to “predict”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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Burke Research Uses a Variety of Projective Techniques

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• Observation

• Experimentation

• Questionnaires

• Projective techniques

• Depth interviews

• Focus groups

Data Collection Methods

• Close-ended

• Attitude scales

• Open-ended

• Unstructured

Types of Questions

• Describe target market

• Results for strategic marketing decisions

• Provide insights about ideas

• Exploratory research before quantitative study

Study Purpose

Quantitative Research

Qualitative Research

Table 2-1

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• Coded, tabulated, and entered into database

• Use of statistical methods

• Analyzed by researchers who collected data

• Look for “key words”

• Subjective

Data Analysis

• Large

• Probability samples

• Small

• Nonprobabilitysamples

Sampling Methods

Quantitative Research

Qualitative Research

Table 2-1 (continued)

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The Consumer Research ProcessFigure 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 define the type and level of information needed.

Subaru Video

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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?

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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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U.S. Census Data

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Discussion QuestionPersonal 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?

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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 MethodsObservational 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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Observational

research is often used to

design products to meet needs.

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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

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Foxwoods Casino Uses Mechanical Observational

Research - Figure 2-2

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Arbitron Mechanical Observation

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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

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Discussion Question

Experimentation is critical for direct

marketers

• What might direct marketers test in experiments?

• How can they use the results?

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SurveysData Collection Methods

Personal Interview

Mail

Telephone

Online

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Online Surveys Are Growing in Popularity

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MAIL TELEPHONEPERSONAL

INTERVIEWONLINE

Cost Low Moderate High Low

Speed Slow Immediate Slow Fast

Response

rateLow Moderate High

Self-

selection

Geographic

flexibilityExcellent Good Difficult Excellent

Interviewer

biasN/A Moderate Problematic N/A

Interviewer

supervisionN/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 same questions, 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 to construct 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 MethodDepth Interview

• Usually 30 minutes to 1 hour

• Nonstructured

• Interpreted by trained researcher

• Listen to words as well as “body language”

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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

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Online Focus Groups Are Gaining in Popularity

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Figure 2.4Focus 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 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 . . .

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Qualitative Collection Method Projective Techniques

• Research procedures designed to identify consumers’ subconscious feelings and motivations

• Consist of a variety of disguised “tests”

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Qualitative Collection Method Metaphor Analysis

• Based on belief that metaphors are the most basic method of thought and communication

• Zaltman Metaphor Elicitation Technique (ZMET) combines collage research and metaphor analysis to bring to the surface the mental models and the major themes or constructs that drive consumer thinking and 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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Customer Satisfaction Survey

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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.

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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.

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.