Schiffman Cb09 Ppt 02

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Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Copyright 2007 by Prentice Hall

Chapter 2

Consumer Research
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2 - 2Co ri ht 2007 b Prentice Hall

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 predictconsumer behavior (positivism).

Research methods includeexperiments, survey techniques, andobservation.

Findings are descriptive, empirical, andcan be generalized to largerpopulations.


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Qualitative ResearchQuantitative

ResearchStudy

Purpose

Provide insights

about ideas

Exploratory research

before quantitativestudy

Describe target

market

Results for

strategicmarketing

decisions

Types of

Questions

Open-ended

Unstructured

Close-ended

Attitude scales

Data

Collection

Methods

Projective techniques

Depth interviews

Focus groups

Observation

Experimentation

Questionnaires

Table 2-1


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Qualitative ResearchQuantitative

ResearchSampling

Methods

Small

Nonprobability

samples

Large

Probability

samples

Data

Analysis

Analyzed by

researchers whocollected data

Look for key words

Subjective

Coded, tabulated,

and entered intodatabase

Use of statistical

methods

Table 2-1 (continued)


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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.

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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 metaphoranalysis


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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 usingproducts

Helps researchers gain a better

understanding of what the productsymbolizes



Observational

research is

often used to

design

products to

meet needs.




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



Foxwoods Casino Uses

Mechanical Observational

Research - Figure 2-2



Arbitron Mechanical Observation




Experimentation

Can be used to test the relative sales

appeal of many types of variables

An experiment is usually contro l led

with only some variables manipulated

at a time while the others are constant

Can be conducted in laboratories or in

the field



Surveys


Personal Interview

Mail

Telephone

Online



MAIL TELEPHONEPERSONAL

INTERVIEWONLINE

Cost Low Moderate High Low

Speed Slow Immediate Slow Fast

Response

rate Low Moderate HighSelf-

selection

Geographic

flexibilityExcellent Good Difficult Excellent

Interviewer

biasN/A Moderate Problematic N/A

Interviewersupervision

N/A Easy Difficult N/A

Quality of

responseLimited Limited Excellent Excellent

Table 2.2 Comparative Advantages



Validity and Reliability

If a study has validityit collects the

appropriate data for the study.

A study has reliabilityif the same

questions, asked of a similar sample,

produce the same findings.



Attitude Scales

Likert scales: easy for researchers to prepare

and interpret, and simple for consumers to

answer

Semantic differential scales: relatively easyto 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



Qualitative Collection Method

Depth Interview

Usually 30 minutes to 1 hour

Nonstructured

Interpreted by trained researcher Listen to words as well as body

language




Focus Group

8-10 participants

Lasts about 2 hours

Always taped or videotaped to assistanalysis

Often held in front of two-way mirrors



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 currentservice?

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 . . .




Projective Techniques

Research procedures designed to

identify consumers subconscious

feelings and motivations

Consist of a variety of disguised

tests




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 thesurface the mental models and themajor themes or constructs that driveconsumer thinking and behavior.



Customer Satisfaction

Measurement

Customer Satisfaction Surveys

Gap Analysis of Expectations versus

Experience Mystery Shoppers

Customer Complaint Analysis

Analysis of Customer Defections



Customer Satisfaction Survey



Sampling and Data Collection

Samplesare 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.



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.

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