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The Consumer Research Process
CHAPTERTWO
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Learning Objectives
1. To Understand the Importance of Consumer Research for Firms and Their Brands, as Well as Consumers.
2. To Understand the Steps in the Consumer Research Process.
3. To Understand the Importance of Establishing Specific Research Objectives as the First Step in the Design of a Consumer Research Project.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Chapter Two Slide
Learning Objectives (continued)
4. To Understand the Purposes and Types of Secondary Consumer Research That Is Available for Making Decisions or Planning Future Consumer Research.
5. To Understand Specific Features and Applications of Different Research Methods to Be Carried Out in Consumer Research Studies.
6. To Understand Where Data Analysis and Reporting of Findings Fit in the Research Process.
7. To Understand How Each Element of the Consumer Research Process Adds to the Overall Outcome of the Research Study.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 3Chapter Two Slide
Outline
• Overview of consumer research process
• Design Secondary research study
Why Do Marketers Regularly Test Print Ads Like This One Before They Are Placed in the Media?
5Chapter Two Slide
To Test the Impact of the Message Before Spending Large Amounts of Money
6Chapter Two Slide
The Importance of the Consumer Research Process
• Marketers must understand customers to design effective:
– marketing strategies
– products
– promotional messages
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 7Chapter Two Slide
How Consumer Research Helps Real Business
• Iams, a Procter & Gamble brand that makes pet food, noticed that some consumers were supplementing dry pet food with some form of treat, particularly to get older pets with dental problems to eat it. Iams then conducted quantitative research to determine if this practice was common among consumers. The research indicated that 40% of pet owners use such methods. In response, Iams launched Savory Sauce, a more convenient alternative to table scraps. The product has been so successful that Iams has since extended this line to include eight varieties, including sauces for use with puppies.
The Consumer Research Process
• Six steps
– defining the objectives of the research
– collecting and evaluating secondary data
– designing a primary research study
– collecting primary data
– analyzing the data
– preparing a report on the findings
The Consumer Research ProcessFigure 2.2
10Chapter Two Slide
Figure 2.1 The Consumer Research Process
Develop Objectives
Collect Secondary
DataDesign Qualitative
Research
• Method
• Screener questionnaire
• Discussion guide
Prepare Report
Analyze Data
(Subjective)
Conduct Research
(Using highly trained
interviewers) Exploratory
Study
Prepare report
Analyze Data
(Objective)
Collect Primary Data
(Usually by field staff)
Design Quantitative
Research
• Method
• Sample design
• Data collection
instrument
The Consumer Research Process
• Secondary research
• Primary research
– Qualitative
– Quantitative
12Chapter Two Slide
Developing Research Objectives
• Defining purposes and objectives helps ensure an appropriate research design.
• A written statement of objectives helps to define the type and level of information needed.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 13Chapter Two Slide
Example of research objectives
• Management Problem: Why are store revenues so low?
• Possible research objective:
– Investigate current customer satisfaction
– Assess target market perceptions of store and competitors
– Determine target market awareness
Discussion Questions
• Assume you are planning to open a new pizza restaurant near your campus.
– What might be three objectives of a research plan for your new business?
– How could you gather these data?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 15Chapter Two Slide
Secondary Data
• Data that has been collected for reasons other than the specific research project at hand
• Includes internal and external data
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 16Chapter Two Slide
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
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 17Chapter Two Slide
Demographic profile
Area x U.S
Population 151,552
18 years and over 68% 75.4%
Median family income 51,793 62,363
Language other than English spoken at home
66.5% 19.6%
Average household size 3.85 2.60
Video Discussion: AC Nielson
• What technique does AC Nielson use to help profile consumers?
Quality of Secondary Data
• Who sponsored the research?
– Advocacy research, or research conducted to support a position rather than to find the truth about an issue, is blatantly unethical
• What is the ability of the researchers?
– Experience is an important consideration for assessing quality
• Process of data collection
– Bias-free access to respondents is an important consideration for assessing quality
Pros and Cons of Secondary Data
• Advantages of Secondary Data
– Time savings
– Cost savings
• Disadvantages of Secondary Data
– Problems of fit
– Problems of accuracy
Secondary Versus Primary Data
• Secondary data: data that has been collected for reasons other than the specific research project at hand
• Primary data: data collected by the researcher for the purpose of meeting specific objectives
Outline
• Primary research
– Qualitative study
– Quantitative study:
• Data collection methods
• Test market
• Concept of Measurements
– Reliability and Validity
– Measurements Common in Consumer Behavior
Designing Primary Research
Qualitative Research
• Depth Interviews
• Focus Groups
• Projective Techniques
• Metaphor Analysis
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 24Chapter Two Slide
Qualitative Collection MethodDepth Interview
• Also called one-on-one interview
• Usually 20 minutes to 1 hour
• Nonstructured
• Interviewer will often probe to get more feedback (see following slide for probing)
• Session is usually recorded
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 25Chapter Two Slide
Qualitative Collection Method Focus Group
• 8-10 participants
• Respondents are recruited through a screener questionnaire
• Lasts about 2 hours
• Always taped or videotaped to assist analysis
• Often held in front of two-way mirrors
• Online focus groups are growing
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 26Chapter Two Slide
Discussion Guides for Research
• Step-by-step outline for depth interviews and focus groups
• Interviewers will often “improvise” and go beyond the discussion guide
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 27Chapter Two Slide
Focus Group Discussion Guide - Figure 2.4
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 28Chapter Two Slide
Qualitative Collection Method Projective Techniques
• Research procedures designed to identify consumers’ subconscious feelings and underlying motivations
• Consist of a variety of disguised “tests”
29Chapter Two Slide
Common Projective ExercisesTable 2.1 (excerpt)
Description
Word Associations
The researcher has a list of words, some of them to be studied and some just as “filler.” The researcher asks the respondent(s) to react, one-at-a time, to each word by stating or (in a focus group setting) writing on a pad the first word that comes to mind, and to explain the link.
SentenceCompletion
The researcher has a series of incomplete sentences that the respondent(s) needs to complete with a word or phrase.
Photo/Visual for Storytelling
The researcher creates/selects a series of photos of consumers, different brands or products, range of print ads, etc., to serve as stimuli. The respondents are asked to discuss or tell a story based on their response to a photo or some other visual stimulus.
Role Playing Is quite similar to storytelling; however, instead of telling a story, the participant(s) will be given a situation and asked to “act out” the role(s), often with regard to a product or brand, or particular selling situation.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 30Chapter Two Slide
Example of Word Association
• What comes to your mind when you think of “Coca-Cola”
– Responses frequency
– Response time
Example of Sentence Completion
• Complete the following sentences:
– People who are concerned about ecology ______.
– A person who does not use lour lakes for creation is ______
Compare the Differences
• People who are concerned about ecology care about the future.
• A person who does not use our lakes for recreation is being thoughtful about the ecosystem.
• People who are concerned about ecology are just tree-hugger who want to run up my taxes.
• A person who does not use our lakes for recreation is a person who doesn’t enjoy water sports.
Qualitative Collection Method Metaphor Analysis
• Based on belief that metaphors are the most basic method of thought and communication
• Zaltman 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.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 34Chapter Two Slide
Qualitative Collection Method “Looking-In”
• Look at information from threads and postings on social media, including blogs and discussion forums
• Methodology to capture consumers’ experiences, opinions, forecasts, needs, and interests
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 35Chapter Two Slide
Part Two
• Design primary research
Designing Primary Research
Quantitative Research
• Observation
• Experimentation
• Survey questionnaires
37Chapter Two Slide
Data Collection MethodsObservational Research
• Helps 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
38Chapter Two Slide
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
• Audits are a type of mechanical observation which monitor sales
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 39Chapter Two Slide
Data Collection MethodsTable 2.2
Mail Telephone Personal Interview
Online
Cost Low Moderate High Low
Speed Slow Immediate Slow Fast
Response rate Low Moderate High Self-selected
Geographic flexibility
Excellent Good Difficult Excellent
Interviewer bias
N/A Moderate Problematic N/A
Interviewer Supervision
N/A Easy Difficult N/A
40Chapter Two Slide
Increase Mail Response Rate
• Include stamped and self-addressed envelop
• Multiple waves of reminders
• Use consumer panels
Increase Mail Response Rate
• If you were a marketing manager planning a mail survey to find out consumers’ attitude towards your products. Traditionally, mail survey is associated with low response rate of 1%. What suggestion would you give to increase respondent rate?
Example of Test Market
• New Coke Lesson
• A controlled experiment done in a limited but carefully selected sector of the marketplace.
• McDonald’s used test markets to determine that a market existed for McDonald’s own higher-end coffee drink.
Best and Worst Test Markets
• Rochester, N.Y
• Wichita, Kansas
• Eugene-Springfield, Oreg
© 2010 South-Western/CengageChurchill Brown Suter/Basic Marketing
Research
Honolulu, Hawaii
San Francisco, Cali
New York, N.Y
Misfires in Market Testing
• Frito-Lay test-marketed it Max Potato, corn and tortilla chips containing the Olestra fat substitutes in Grand Junction, Colorado; A TV crew sampled the chips and succumbed to diarrhea, and then broadcast a report about it, creating lots of bad publicity for the chips
• Campbell Soup spent 18 months developing a blended fruit juice called “Juiceworks”. By the time the product reached the market, three competing brands were already on store shelves. Campbell dropped its product.
© 2010 South-Western/CengageChurchill Brown Suter/Basic Marketing
Research
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.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 46Chapter Two Slide
Examples of Validly
• GMAT Test
– Correlation between GMAT score and students’ performance in business school
• Test spelling ability with: “words” catcher, shortstop, foul, strike, walk, pitcher, outfielder”
Data Collection Methods
Observation
Experimentation
Surveys
Observational Research
• Helps 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.
• Widely used by interpretivist researchers.
Experimentation
• Can be used to test the relative sales appeal of many types of variables.
• Only one variable is manipulated at a time, keeping other elements constant.
• Can be conducted in laboratories or in the field.
Survey Data Collection Methods
Personal Interview
Telephone
Online
Table 2.4 Comparative Advantages
MAIL TELEPHONEPERSONAL
INTERVIEWONLINE
Cost Low Moderate High Low
Speed Slow Immediate Slow Fast
Response
rateLow Moderate High
Self-
selectionGeographi
c flexibilityExcellent Good Difficult Excellent
Interviewe
r biasN/A Moderate Problematic N/A
Interviewe
r
supervisio
n
N/A Easy Difficult N/A
Quality of
responseLimited Limited Excellent Excellent
Validity
The degree to
which a
measurement
instrument
accurately reflects
what it is designed
to measure.
Reliability
The degree to
which a
measurement
instrument is
consistent in what it
measures.
Table 2.6 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.
Table 2.6 Nonprobability
Sampling Designs
Convenience
sample
The researcher selects the most accessible
population members from whom to obtain
information (e.g., students in a classroom)
Judgment sample The researcher uses his or her judgment to
select population members who are good
sources for accurate information (e.g., experts
in the relevant field of study).
Quota sample The researcher interviews a prescribed
number of people in each of several
categories (e.g., 50 men and 5 women).
Measurements in Consumer Behavior
Attitude Scales
58Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
• Asked to agree or disagree with a statement
• Easy to prepare & interpret
• Simple for consumersLikert scales
• Includes bipolar adjectives
• Relatively easy to construct and administer
Semantic differential scales
• Measures likelihood consumers will act a certain way
• Easy to construct and administer
Behavior intention scales
• Items ranked in order of preference in terms of some criteriaRank-order scales
Chapter Two Slide
Likert Scale
• Respondents indicate their degree of agreement or disagreement with each of a number of statements.
• Five to nine categories work well
•
Churchill Brown Suter/Basic Marketing Research
Strongly
Disagree Disagree Agree
Neither
Agree nor
Disagree
Strongly
Agree
The celebrity endorser is trustworthy.
The celebrity endorser is unattractive.
The celebrity endorser is an expert on the product.
The celebrity endorser is not knowledgeable about the product.
Example of Likert Scale
(c) 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied
or duplicated, or posted to a publicly accessible website, in whole or in part.
Figure 2.4 Example of a Likert Scale
Please 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 Strongly
2 = Agree
3 = Neither Agree or Disagree
4 = Disagree
5 = 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.
Qualitative Data Collection Methods
Depth
Interviews
Projective
Techniques
Focus
Groups
Metaphor
Analysis
Focus Group
A qualitative
research method in
which eight to ten
persons participate
in an unstructured
group interview
about a product or
service concept.
Figure 2.5 Selected Portions of a
Discussion Guide1. Why did you decide to use your current cellular company?
(Probe)
2. How long have you used you current cellular company? (Probe)
3. Have you ever switched services? When? What caused the
change? (Probe)
4. What do you think of the overall quality of your current service?
(Probe)
5. What are the important criteria in electing a cellular service?
(Probe)
Projective
Techniques
Research
procedures
designed to identify
consumers’
subconscious
feelings and
motivations.
Metaphor Analysis
• Based on belief that metaphors are the most basic method of thought and communication.
• Zaltman 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 Data Collection Instruments (Table 2.5)
• Customer Satisfaction Surveys
• Gap Analysis of Expectations versus Experience
• Mystery Shoppers
• Critical Incident Technique
• Customer Complaint Analysis
• Analysis of Customer Defections
Sampling Plan Decisions
Whom to
survey?
How many?
How to
select them?
Semantic-differential Scale
– Anchored by a set of bipolar adjectives or phrases
– Particularly useful in corporate, brand and product-image studies.
Churchill Brown Suter/Basic Marketing Research
CELEBRITY ENDORSER
Knowledgeable
Not
Knowledgeable: : : : : :
Not ExpertExpert : : : : : :
Attractive Unattractive: : : : : :
Not
TrustworthyTrustworthy : : : : : :
Example of an Itemized Rating Scale: Semantic-Differential Scale
(c) 2010 Cengage Learning. All Rights Reserved. May not be
scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Figure 2.4 Semantic Differential Profiles
of Three Pay-Per-Movie Services
1
2
3
4
5
Co
st
Avail
ab
ilit
y
Nu
mb
er
of
Tit
les
Ease o
f
Access
Cla
rity
of
Pic
ture
DVD
Digital
CableDIVX
Ex
ce
lle
nt
Neu
tral
Po
or
Behavioral Intention Scale
• Measures the likelihood that consumers will act in a certain way in the future
• Example:
– How likely are you going to continue using Bank X’s online banking for the next six months? (7 as most likely, and 1 as least likely)
Rank Order Scale
• Subjects are asked to rank items such as products in order of preference.
• We rank the following beverage brand in terms of your preference
– Coca Cola
– Pepsi Cola
– Sprite
– Dr. pepper
Figure 2.5 Rank-Order Scales
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
Customer Satisfaction Measurement
• Customer Satisfaction Surveys– Analysis of
Expectations versus Experience
• Mystery Shoppers
• Customer Complaint Analysis
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 75Chapter Two Slide
Sampling and Data Collection
• Samples are a subset of the population used to estimate characteristics of the entire population.
• A sampling plan addresses:– Whom to survey
– How many to survey
– How to select them
• Researcher must choose probability or nonprobabililty sample.
Chapter Two SlideCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 76
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.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 77Chapter Two Slide
The Consumer Research ProcessFigure 2.2
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 78Chapter Two Slide
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
79
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