Consumer Research Chapter 2

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

Mail

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)