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Consumer Research
Consumer Research Paradigms
Quantitative Research
Qualitative Research
Quantitative Research
• Enables marketers to “predict” consumer behavior.
• This research approach is known as - Positivism
• Research methods include experiments, survey techniques, and observation.
• Findings are descriptive, empirical and generalizable.
PositivismPositivism
A consumer behavior research approach that regards the consumer
behavior discipline as an applied marketing science.
Its main focus is on consumer decision making.
Eg. Test-marketing of Instant curd
Qualitative Research
• Consists of depth interviews, focus groups, metaphor analysis, and projective techniques.
• Also called – ‘Interpretivism’.• Administered by highly trained interviewer-
analysts.• Findings tend to be subjective.• Findings not usually generalizable• Small sample sizes.
InterpretivismInterpretivism
A postmodernist approach to the study of consumer
behavior that focuses on the act of consuming rather than
on the act of buying.
Eg. Focus-group interviews of mothers for some baby
food/cereal
Depth Depth InterviewsInterviews
A lengthy and relatively unstructured interview designed to uncover a consumer’s underlying
attitudes and/or motivations.
Table 2.1 Comparisons between Positivism and Interpretivism
PURPOSE
METHODOLOGY
PositivismPositivism
Prediction of consumer actions
InterpretivismInterpretivism
Understanding consumption practices
PositivismPositivism
Quantitative
InterpretivismInterpretivism
Qualitative
Combining Qualitative and Quantitative Research Findings
• The research paradigms are complementary in nature.
• Produce a richer and more robust profile of consumer behavior than either research approach used alone.
The Consumer Research Process
• The six major steps in the consumer research process are:– 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
Figure 2.2 The Consumer Research Process
Develop Objectives
Collect Secondary Data
Design 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
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 Secondary DataData
Data that has been collected for reasons other than the
specific research project at hand.
Collecting Secondary Data
• Secondary information is any data originally generated for some purpose other than the present research objectives.
• Provides clues and direction for the design of primary research.
Primary Primary ResearchResearch
Original research undertaken by individual researchers or
organizations to meet specific objectives.
Collected information is called Primary Data.
Designing Primary Research
• Quantitative studies more likely for collecting descriptive information.
• Qualitative studies may be used to get new ideas.
Quantitative Research Designs
Method
Sample Design
Data Collection Instrument
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.
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.
Surveys
Personal Interview
Telephone
Online
Table 2.3 Comparative Advantages of Mail, Telephone, and Personal Interview Surveys
MAIL TELEPHONE PERSONAL INTERVIEW ON-LINE
Cost Low Moderate High LowSpeed Slow Immediate Slow FastResponse rate Low Moderate High Self-
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 Good
Data Collection Instruments
Questionnaires
Attitude Scales
Personal Inventories
Discussion Guides
ValidityValidity
The degree to which a measurement instrument
accurately reflects what it is designed to measure.
ReliabilityReliability
The degree to which a measurement instrument is
consistent in what it measures.
Questionnaires
• Used primarily for quantitative research.• Can be sent in the mail, or administered by
interviewers in person or by telephone.• Can be disguised or undisguised as to its true
purpose.• Questions can be open-ended or closed-ended.
Personal Inventories
• Presents a series of statements to which respondents indicate their degree of agreement or disagreement.
• An inventory presents a list of statements, while a questionnaire asks a series of questions.
Attitude Scales
• The three most frequently used scales are: – Likert scales: easy for researchers to prepare
and interpret, and simple for consumers to answer.
– Semantic differential scales: relatively easy to construct and administer.
– Rank-order scales: subjects rank items in order of preference in terms of some criteria.
Figure 2.3 Example of a Likert ScalePlease place the number that best indicates how strongly you agree or disagree with each of the following statements about shopping on-line in the space to the left of the statement.
1 = Agree Strongly2 = Agree3 = Neither Agree or Disagree4 = Disagree5 = Disagree Strongly
_____ a. It is fun to shop online._____ b. Products often cost more on-line than they are worth._____ c. It is a good way to find out about new products._____ d. I’m afraid to give out my credit card number on-line._____ e. I can shop whenever I want--even at 2 o’clock in the morning._____ f. Some Web sites really encourage you to browse._____ g. It’s easy to compare different makes and models of products on-line.
Neither
Good infrastructure
Premier Image
BK School has…
: : : : : :
: : : : : :
Bright students : : : : : :
Extremely Extremely
Dull students
Poor infrastructure
Worst Image
SEMANTIC-DIFFERENTIAL SCALE
Neither
Not Trustworthy
Relevant News
Fun to Read
The Times of India…
: : : : : :
: : : : : :
Well Written : : : : : :
: : : : : :
Extremely Extremely
Trustworthy
Poorly Written
Irrelevant News
Boring to Read
SEMANTIC-DIFFERENTIAL SCALE
Neither
Not Trustworthy
Relevant
Enjoyable to Read
TOI Vs Business Standard
: : : : : :
: : : : : :
Well Written : : : : : :
: : : : : :
Extremely Extremely
Trustworthy
Poorly Written
Irrelevant
Boring to Read
Snake Diagram
TOI Business Standard
Figure 2.5 Rank-Order Scales
A. Please rank the following brands of Television by placing a 1 in front of the brand you think is best, a 2 alongside the second best, and continuing until you have ranked all six brands.
_____ LG _____ Onida_____ Samsung _____ Panasonic_____ Sony _____ Sansui
Qualitative Data Collection Methods
Depth Depth InterviewsInterviews
Projective Projective TechniquesTechniques
FocusFocusGroupsGroups
Metaphor Metaphor AnalysisAnalysis
Depth Interviews
• A lengthy non structured interview between a respondent and a highly trained interviewer.
• Interviewer minimizes his or her own participation after establishing the general subject matter.
• Can provide marketers with valuable ideas about product design and provide insights for positioning or repositioning the product.
Focus GroupFocus Group
A qualitative research method in which about eight to ten persons participate in
an unstructured group interview about a product or
service concept.
Focus Groups
• Consists of 8 to 10 respondents who meet with a moderator-analyst for a focused group discussion.
• Respondents encouraged to discuss their interests, attitudes, reactions, motives, lifestyles, feelings about the product or product category, usage experience, etc.
• Respondents recruited on the basis of consumer profiles, based on specifications defined by marketing management.
Focus Groups
Concept testing Product use/meaning Pre-Survey development Exploring complaints
When:
Limitations:
Tips:
Dominant participants must be “managed” Risk of ineffective moderator Cannot make generalizations/inferences
Hire a well-trained facilitator Recruit participants based on key similarities Conduct at least two groups, 8-10 members each Don’t pay until finished!
Figure 2.6 Selected Portions of a Discussion Guide
1. 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 selecting a cellular service? (Probe)
Examples of Probe questions:a. Tell me more about that...b. Share your thinking on this…c. Does anyone see it differently...
Projective Projective TechniquesTechniques
Research procedures designed to identify
consumers’ subconscious feelings and motivations. These tests often require consumers to interpret
ambiguous stimuli such as incomplete sentences, cartoons, or inkblots.
Projective Techniques
• Consist of a variety of disguised “tests” that contain ambiguous stimuli.
• Sometimes administered as part of a focus group, but usually used with depth interviews.
Word Association
• Which cigarette brand comes to your mind when you hear the following words?
Mild-----Strong----
Sentence completion
A person who shops at Pantaloons is….
Coca-cola is most liked by_________________________
When I think of shopping in a department store, I ________
Picture Test
Let’s see if we can pick up some house wares at Big
Bazaar
Big BazaarBig Bazaar
TAT
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 that drive consumer thinking and behavior.
Sampling Plan Decisions
Whom to survey?
How many?
How toselect them?
Table 2.4 Probability and Nonprobability Sampling Designs
PROBABILITY SAMPLESPROBABILITY SAMPLES
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 2.4 continued
NONPROBABILITY SAMPLESNONPROBABILITY SAMPLES
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).
Analysis
• Qualitative Research: Moderator or test administrator usually analyzes responses.
• Quantitative Research: Researcher supervises the analysis.– Open-ended responses are coded and
quantified– Responses are tabulated and analyzed
Conducting A Research Study
• Researchers often adapt the research process to the special needs of the study.
• Together with the marketing manager, the researcher specifies the parameters of the population to be studied.
• A qualitative study might be undertaken first to gather information about the target population's attitudes and concerns about certain items.
• Then a quantitative study may be conducted to confirm and attach “hard” numbers to the findings.
Customer satisfaction measurement
• Customer satisfaction surveys• Mystery shoppers• Complaint analysis• Suggestion systems
Ethics in Consumer Research
• Biased samples• Biased questions• Predetermined conclusion• Manipulating statistical analyses• Ignoring relevant information• Mistreating respondents• Sales pitches from telemarketers• Not maintaining confidentiality
Exercise 1
• A manufacturer of a new product for whitening teeth would like to investigate the effects of package design and label information on consumers’ perceptions of the product and their intentions to buy it.
Would you advise the manufacturer to use observational research, experimentation or survey? Explain your choice.
Exercise 2
• A consumer who rarely listens to music played on a portable device has purchased , on impulse and for Rs. 5000/- , a pair of sunglasses with built-in earphones and the capability of playing MP3 files.
Would the positivist or interpretivist research paradigm be a more appropriate way to study consumer behaviour? Explain your answer.