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Concept of Consumer
ResearchNo direct way to look into the lack oxso we make logical inferences bystudying other variables:
-Inductive logic- from specifics to generalities
-Deductive logic-from generalities to specifics
IK
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Quantitative Research
Descriptive
Enables marketers to predict consumer
behavior (positivism).
Uses experiments, survey techniques, andobservation.
Findings are descriptive, empirical, and can begeneralized to larger populations.
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Qualitative Research
Consists of depth interviews, focus groups,projective techniques.
Administered by highly trained interviewer-analysts.
Findings tend to be subjective.
Small sample sizes.
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Qualitative vs.Quantitative Research
Qualitative ResearchStudy Purpose
Provide insights about ideas
Exploratory research before
quantitative study
Types of Questions
Open-ended
Unstructured
Data Collection Methods
Projective techniques Depth interviews
Focus groups
Quantitative ResearchStudy Purpose
Describe target market
Results for strategic
marketing decisions
Types of Questions
Close-ended
Attitude scales
Data Collection Methods
Observation Experimentation
Questionnaires
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Qualitative vs.Quantitative Research, contd.
Qualitative ResearchSampling Methods
Small
Nonprobability samples
Data Analysis
Analyzed by
researchers who
collected data
Look for key words
Subjective
Quantitative ResearchSampling Methods
Large
Probability samples
Data Analysis
Coded, tabulated, and
entered into database
Use of statistical
methods
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Secondary Data
Data that have been collected for reasons
other than the specific research project at
hand
Includes internal and external data
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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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Surveys
Data Collection Methods
Personal interview
Telephone Online
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Validity and Reliability
A measuring instrument is valid if it
measures what it is supposed to measure.
A measuring instrument is reliableif it
measurement results are the same under
all circumstances.
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Attitude Scales
Likert scales:easy to prepare and interpret;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 inorder of preference in terms of some criteria
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Likert ScalePlease place the number that best indicates how strongly
you agree or disagree with each of the following statements
about shopping online in the space to the left of the
statement.
1 = Agree Strongly2 = Agree3 = Neither Agree or Disagree4 = Disagree5 = Disagree Strongly_____ a. It is fun to shop online.
_____ b. Products often cost more online.
_____ c. It is a good way to find out about new products.
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Semantic Differential Profiles of Three
Pay-Per-Movie Services
1
2
3
4
5
Cost
Availability
Numberof
Titles
Easeof
Access
Clarityof
Picture
DVD
Digital
CableDIVX
Excellent
Neutra
l
Poor
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Rank-Order Scale
Rank the following computer manufacturers in terms
of hotline help by placing a 1 next to the one who
provides the best telephone help, a 2 next to the
second best, until you have ranked all six.
_____ IBM _____Hewlett Packard
_____ Dell _____ Gateway
_____ Compaq _____ NEC
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Qualitative Collection Method
Depth Interview Usually 30 minutes to 1 hour
Unstructured
Interpreted by a 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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Projective Techniques
1. Word Association Techniques1. Simple
2. Controlled
3. Successive
2. Completion Techniques
1. Sentence
2. Story
3. Picture & Visual Techniques1. Thematic Apperception Technique (TAT)
2. Cartoon Test
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Customer Satisfaction
Measurement
Customer Satisfaction Surveys
Gap Analysis of Expectations versus
Experience Customer Complaint Analysis
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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.
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