9.Application CB Studies

Application of Consumer Behaviour Studies

Consumer Behaviour Studies -Introduction

To gain an insight into the mind, attitude and behavior of a subject.

Qualitative research

Quantitative research

Qualitative vs. quantitative methods

Qualitative Research - types

Qualitative Research

Procedures

Direct

(Nondisguised)

Observation

Sociometry

Indirect

(Disguised)

Content

Analysis

Depth

Interviews

Focus

Groups

Projective

Techniques

New

Choice /

Ordering

Expressive

Techniques

Construction

Techniques

Completion

Techniques

Association

Techniques

1. Direct MethodsObservation

Viewing and recording individuals, groups,organizations or events in a scientific mannerin order to collect valuable data related to thetopic under study.

Structured observation When a company comes with a new toy for kids

Unstructured observation Consumer experience at a service location

Multiple observers method

Observation Methods

Disguised Methods Done with the respondents knowledge

One way mirror, CCTV

Privacy issue

Observation Setting Natural/Artificial

Human observation Observation and recording done by human

observers

Mechanical observation method

Store scanners and store cameras

Audio and people meters

Psycho galvanometer

Eye-tracking equipment

fMRI

2. Direct Methods(In-) Depth Interview

Conducting intensive individual interviews using open-ended questions with a small number of respondents to explore their perspectives on a particular idea, programme or situation. What's the most difficult part of being a manager?

What were the best/worst parts of your previous job?

What is the most difficult decision you've ever had to make?

Personal interview methodThe personal interview is a one to one interaction between the

investigator/interviewer and the interviewee. The purpose of thedialogue is research specific and ranges from completelyunstructured to highly structured

Purpose Problem definition Exploratory research Primary data collection

Types Unstructured, Semi-structured Structured

Methods Telephone interviewing Personal interviewing

3. Direct MethodsFocus group discussion

A focus group discussion involves collectinginformation from a representative group ofrespondents in a neutral setting. The processgenerally involves a moderator whomaneuvers the discussion on the topic understudy.

The group dynamics influence the individualto respond in divergent ways.

Key elements of focus group method

Size: Ideal recommended size for a group discussion is8 to 12 members.

Nature: Composition of the group should be homogenous-in terms of demographic and psychographic traits andproduct/subject knowledge.

Acquaintance: recommended that the members in a groupshould be strangers to each other.

Setting: Discussion setting should be neutral, informal andcomfortable.

4. Direct Methods Content Analysis

Studying a previously recorded or reportedcommunication and systematically andobjectively breaking it up into moremanageable units that are related to the topicunder study.

Blog analysis:

What makes the young Indian tick?

Projective techniques

Psychological technique to get answers without asking a direct question

Types

1. Association techniques

2. Completion techniques

3. Construction techniques

4. Choice or ordering techniques

5. Expressive techniques

1. Projective techniquesAssociation

The subjects are presented with a stimulus and they respond by indicating the first word, image or thought elicited by the stimulus.

Uncovers a brands identity or product attributes

Word association for a product/brand

Draw brands as people

Dealing with dirt

2. Projective techniques: Completion

The subject is given an incomplete sentence, story, argument or conversation, and asked to finish it.

For insight into participants need-value system. Old age is .......

Working at Google is.....

McDonald is........

A person who shops at Shoppers Stop is ...

3. Projective techniques: Construction

The subject is asked to construct a story or a picture from a stimulus (picture, cartoon).

Objective

Build a story around each picture, what led to it and what may happen in future

Present opinions of other peoples actions, feelings or attitudes

4. Projective techniques:Choice Ordering

The subject is required to choose from a group, or to order a group (of pictures, sentences).

Tom and Jerry cartoons to explore superior-subordinate dynamics.

5. Projective techniques: Expressive

In expressive techniques, respondents are presented with a verbal or visual situation and is asked role-play, act, draw or paint a specific concept or situation.

For situations when participants cannot describe their actions but can demonstrate them.

House where brand lives