Transcript
Consumer Behaviour,Schiffman and Kanuk,
Eighth Edition
ContentsIntroduction to Quantitative and Qualitative
ResearchOverview of the Consumer Research ProcessQuantitative ResearchQualitative Research
Comparisons between Customer Research and Marketing Research
Customer Research Marketing Research
Study Purpose Data collection and strengthening
relationship with customers.
Respondents are told the identity of the
sponsor
Data collection only. Respondents are not
told the research sponsor’s identity.
Respondents level of involvement and
expectations
Increase respondents involvement by
indicating that data collected will be used
to improve company’s offerings.
The respondents level of involvement
is generally low.
Sample Size As many as possible A sufficient number of respondents are
contacted to achieve statistical validity
Data Collection and Analysis
Data collected can be linked to
specific respondents and analysed at the
respondents level
Data are collected and aggregated.
Typically, comparisons
among sample averages are used
in the analysis
End Result Appropriate data are identified to fix
product and service problems and to
correct individual participant’s
problems
Product and Service problems are
identified
Follow-up surveys Follow-up is encouraged
Is not encouraged and considered
unethical.
Quantitative ResearchDescriptive 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.
Qualitative ResearchConsists 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 so the findings cannot be
generalised to larger populations.Primarily used to obtain new ideas for
promotional campaigns
Qualitative ResearchQuantitative
Research
Study Purpose
• Provide insights about ideas
• Exploratory research before quantitative study
• Describe target market
• Results for strategic marketing decisions
Types of Questions
• Open-ended• Unstructured
• Close-ended• Attitude scales
Data Collection Methods
• Projective techniques• Depth interviews• Focus groups
• Observation• Experimentation• Questionnaires
Comparison between Qualitative and Quantitative Research
Qualitative ResearchQuantitative
Research
Sampling Methods
• Small• Nonprobability
samples
• Large• Probability
samples
Data Analysis
• Analyzed by researchers who collected data
• Look for “key words”• Subjective
• Coded, tabulated, and entered into database
• Use of statistical methods
Continued
The Consumer Research Process
Developing Research ObjectivesDefining purposes and objectives helps
ensure an appropriate research design.A statement of objectives helps to define the
type and level of information needed.
Secondary DataData that has been collected for reasons
other than the specific research project at hand
Includes internal and external data
Types of Secondary Data
Internal DataData generated in-
houseMay include analysis
of customer filesUseful for calculating
customer lifetime value
External DataData collected by an
outside organizationIncludes government,
periodicals, newspapers, books, search engines
Commercial data is also available from market research firms
Designing Primary ResearchQuantitative Research Designs
Include research design, data collection methods, instruments to be used, and the sample design
Qualitative Research DesignsInclude depth interviews, focus groups,
projective techniques, and metaphor analysis
Data Collection MethodsObservational ResearchHelps 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
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
Data Collection Methods ExperimentationCan be used to test the relative sales appeal
of many types of variablesAn 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
Surveys Data Collection Methods
Personal Interview
Telephone
Online
MAIL TELEPHONEPERSONAL INTERVIEW
ONLINE
Cost Low Moderate High LowSpeed Slow Immediate Slow FastResponse rate
Low Moderate HighSelf-
selectionGeographic flexibility
Excellent Good Difficult Excellent
Interviewer bias
N/A Moderate Problematic N/A
Interviewer supervision
N/A Easy Difficult N/A
Quality of response
Limited Limited Excellent Excellent
Validity and ReliabilityIf 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.
Attitude ScalesLikert 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
Qualitative Collection MethodDepth InterviewUsually 30 minutes to 1 hourNonstructuredInterpreted by trained researcherListen to words as well as “body language”
Qualitative Collection Method Focus Group8-10 participantsLasts about 2 hoursAlways taped or videotaped to assist analysisOften held in front of two-way mirrors
Focus 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 . . .
Qualitative Collection Method Projective TechniquesResearch procedures designed to identify
consumers’ subconscious feelings and motivations
Consist of a variety of disguised “tests”
Qualitative Collection Method Metaphor AnalysisBased on belief that metaphors are the most
basic method of thought and communicationZaltman 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.
Customer Satisfaction Measurement
Customer Satisfaction SurveysGap Analysis of Expectations versus
ExperienceMystery ShoppersCustomer Complaint AnalysisAnalysis of Customer Defections
Sampling and Data CollectionSamples are a subset of the population used
to estimate characteristics of the entire population.
A sampling plan addresses:Whom to surveyHow many to surveyHow to select them
Researcher must choose probability or nonprobabililty sample.
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.
Data Analysis and Reporting FindingsOpen-ended questions are coded and
quantified.All responses are tabulated and analyzed.Final report includes executive summary,
body, tables, and graphs.
Prepared by:Jabal Katakiya (13)Hardik Rajyaguru (31)
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