consumer research paradigms
TRANSCRIPT
Consumer Research Paradigms
Quantitative Research
Descriptive 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 Research
Suitable to examine attitude,feelings and motivations in depth
Consists 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.
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Usage prolem formulation justification
Combining Quantitative and Qualitative Research Findings
Quantitative research + Qualitative research = Strategic Marketing Decisions
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-endedUnstructured
Close-endedAttitude scales
Data Collection Methods
Projective techniquesDepth interviewsFocus groups
ObservationExperimentationQuestionnaires
Difference between Qualitative and Quantitative
Qualitative ResearchQuantitative Research
Sampling Methods
SmallNonprobability
samples
LargeProbability
samples
Data Analysis
Analyzed by researchers who collected data
Look for “key words”Subjective
Coded, tabulated, and entered into database
Use of statistical methods
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Marketing Research Vs Market Research
Market research - Gathering of Information about a markets’ size and trend
Marketing research
Covers a wider range of activities Systematic than market research Applied to variety of marketing problems
The Consumer Research Process
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.
Secondary Data
Data that has been collected for reasons other than the specific research project at hand
Includes internal and external data
Secondary research Vs Primary research
Advantages Saving time, reducing data gathering costs
Disadvantages Data may not fit the problem perfectly Accuracy may be more difficult to verify
Eg : Govt agencies,marketing research companies,advertising agencies,private population data firms
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
How CLV is computed?
customer acquisition cost
Profit generated from individual sales to each customer
Costs of handling customers and their orders
Expected duration of relationship
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 metaphor analysis
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
More accurate than survey
Longer time
Less versatile than survey
Observational research is
often used to design products to meet needs.
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 Experimentation
Causal research - Can be used to test the relative sales appeal of many types of variables
An experiment is usually controlled with only some variables manipulated at a time while the others are constant
Application of causal research Test marketing
Can be conducted in laboratories or in the field
Surveys
Involves questioning respondents either verbally or in writing
very much versatile
Quicker and cheaper than observation
Surveys Data Collection Methods
Personal Interview
Telephone
Online
Online Surveys Are Growing in Popularity
weblink
MAIL TELEPHONEPERSONAL INTERVIEW
ONLINE
Cost Low Moderate High LowSpeed Slow Immediate Slow Fast
Geographic 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
Comparative Advantages
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. Split-half reliability
Attitude Scales
Likert 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 Interview
Usually 30 minutes to 1 hourNonstructuredInterpreted by trained researcherListen to words as well as “body language”
Qualitative Collection Method Focus Group
8-10 participantsLasts about 2 hoursAlways taped or videotaped to assist
analysisOften held in front of two-way mirrors
Qualitative Collection Method Projective Techniques
Research procedures designed to identify consumers’ subconscious feelings and motivations
Consist of a variety of disguised “tests”Eg : word association tests,sentence
completion tests,untitled pictures or cartoons,ink blots etc
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.
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.
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 Findings
Qualitative research – The moderator/test administrator usually analyzes the responses received
Quantitative research – The researcher supervises the analysis
Open-ended questions are coded and quantified
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All responses are tabulated and analyzed.
Final report includes executive summary of the findings
Report may/may not include recommendations for marketing action
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The body of the report consists of Full description of the methodology Tables,graphs to support findings
A sample questionaire is usually included in the appendix for future references
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