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Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Copyright 2007 by Prentice Hall

Chapter 2

Consumer Research

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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 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.

Subaru Video

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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

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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 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

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Surveys

Data Collection Methods

Personal Interview

Mail

Telephone

Online

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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

bias N/A Moderate Problematic N/A

Interviewersupervision

 N/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 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

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Qualitative Collection Method

Depth 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 assistanalysis

• Often held in front of two-way mirrors

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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 . . .

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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 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.

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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 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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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.