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Research Methods for Consumer Behavior
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RESEARCH METHODS FOR EXPLAINING CONSUMER BEHAVIOR
Prof. SAVICA
I. WHAT CONSUMERS ARE TO BE RESEARCHED?
All consumers?
Some consumers?
Only selected profitable
consumers?
Segmentation
Positioning
Targeting
II. METHODOLOGICAL APPROACHES
Data Sources
Secondary data Primary data
Existing data, collected for other purposes
Collected for specified purpose
QUANTITATIVE
QUALITATIVE
Observation Examination Experiment
Depth interview Focus groups Projective techniques
II. METHODOLOGICAL APPROACHES
Quantitative data Qualitative data
Facts, numbers, estimations, relations, forecasts
Structured questions
Example: Your favorite marketing subject in summer semester is :
Consumer behavior Price strategies Methods of distribution
Ideas, opinions, feelings, attitudes
Unstructured, open-ended questions
Example: Indicate which is your favorite marketing subject in summer semester. Explain why!
АЗА 3 – ИЗВОРИ НА ПОДАТОЦИ
II. METHODOLOGICAL APPROACHES
Primary or secondary data?
1. In order to establish and promote Starbucks in Skopje, marketers examined the required information on the Internet (investment, operations, sales, suppliers, raw materials). What kind of research is this one?
2. In order to organize a concert of Rihanna in Skopje, marketers made a direct interview with her, examining all her needs (accommodation, food, travel route, script organization, etc.). What kind of research is this one?
3. In order to make the taste of Nestle chocolate perfect, Nestle marketers made a survey with consumers. What kind of research is this one?
II. METHODOLOGICAL APPROACHES
Quantitative or qualitative data?
1. Primary quantitative data are obtained through observation, examination and experimentation.
А. TrueБ. False
2. The answer of one respondent of T-Mobile survey was: "I am not satisfied with the services of the company due to the high roaming costs" What kind of data is obtained?
3. Circle one of the options for the following statement, “Consumer behavior professor is trying to explain the learning material"
А. Strongly agreeБ. AgreeВ. No opinionГ. DisagreeД. Strongly disagree
II. METHODOLOGICAL APPROACHESА. Methods for collecting primary quantitative data
Observation
Observing and recording the behavior of consumers in different situations (in natural or artificially created environment)
NaturalPlacement of billboards, bus-
stations
Artificial, controlledTasting wine in supermarkets
Masked, hiddenMystery shopper
Unmasked, openStore windows
StructuredAlready prepared questionnaire
UnstructuredQuestions according to situation
DirectResearching websites
IndirectResearch after the event
Humanvision, hearing, touch, smell
MechanicPsychogalvanometer (palms),
pupilometer (eyes), cameras, scanners
II. METHODOLOGICAL APPROACHES
А. Methods for collecting primary quantitative data
Observation
In a mall On a street At home
II. METHODOLOGICAL APPROACHESА. Methods for collecting primary quantitative data
Examination
Collecting data by asking questions, mostly through questionnaires
Direct communication Communication by post
Panel discussion
Personal interview
Ex. Do you use a washing detergent Gong?
Telephone interview
Ex. Are you satisfied with our telecommunications services?
Mail, fax, newspaper, magazine, hotel, shop, restaurant
Ex. Do you want an annual subscription to our magazine?
Ex. Are you satisfied with our hotel services?
Consumer panel
Shops panel
TV-viewers panel
Households panel
II. METHODOLOGICAL APPROACHESА. Methods for collecting primary quantitative data
Experiment
Measuring the impact of one variable on another, measuring the influence of independent variables on dependent variables
STEPS:
Problem definition (has soup a good taste) Setting a hypothesis (soup has a natural taste) Defining independent variables (ads for soup) Defining dependent variables (consumer reactions) Controlling the experiment (other factors under control) Statistical analysis and interpretation of results (acceptance or rejection of the hypothesis)
II. METHODOLOGICAL APPROACHESB. Methods for collecting primary qualitative data
Depth interview
Through questionnaires, marketers are examining motives, hidden feelings, behaviors of the respondents (unstructured questions)
Travel agency wants to find out what consumers want to visit in Paris:
А. What would you like to visit in Paris? Describe in detail!
B. In which season you want to visit Paris? Explain your choice!
C. How long would you like to stay in Paris during the 10-day trip through Europe?
II. METHODOLOGICAL APPROACHESB. Methods for collecting primary qualitative data
Focus groups
A small group of respondents (8-12 people) discuss with a trained facilitator on a particular topic (new product, existing product, concept, etc.)
Main features Trained facilitator (1.5 – 2 hours) Homogeneous groups (200 – 800 €/ session) Atmosphere (audio-video recording)
II. METHODOLOGICAL APPROACHESB. Methods for collecting primary qualitative data
Projective techniques
Explanation of a insufficient, unstructured or unclear material for respondent
Word Association Test
Ex. The word INDIA associates to----------------
Ex. The word MILKA associates to-------------
Test of Sentence Completion
Ex. People buy chocolates because ------------
Ex. For me, traveling by boat is ----------------
Rorschach test
II. METHODOLOGICAL APPROACHESB. Methods for collecting primary qualitative data
Projective techniques
Explanation of a insufficient, unstructured or unclear material for respondent
Thematic Apperception Test
II. METHODOLOGICAL APPROACHESB. Methods for collecting primary qualitative data
Projective techniques
Explanation of a insufficient, unstructured or unclear material for respondent
Visualization Test (Role play)
I didn’t do it!
III. RESEARCH INSTRUMENTSQuestionnaire
A list or more lists with questions that are asked to the respondent
Closed questions Open questions
Multiple choice Replying with their own words (expressing ideas, opinions, views)
Example: Questionnaire for performance of schools of the Ministry of Education and Science
In how many shifts the classes are organized?
А. OneB. TwoC. Three
What is your opinion about organizing classes in shifts?
--------------------------------------------------
III. RESEARCH INSTRUMENTSQuestionnaire
Types of closed questions – scaling methods
Multiply choice
How often do you attend the classes on Consumer behavior?
А. RegularlyB. SometimesC. Never
Dichotomous questions
I plan to buy a laptop in the next 12 months.
А. YesB. No
Note your age.
А. Up to 18 years oldB. From 19 to 30 years oldC. From 31 to 50 years oldD. Above 51 years old
Mathematics for Business is a tough subject at the Faculty of Economics.
А. TrueB. False
III. RESEARCH INSTRUMENTSQuestionnaire
Types of closed questions – scaling methods
Likert scaleMark with Х as how strong you agree/disagree with the following statements about your working
place:
Strongly disagree Disagree
Neither agree, nor disagree Agree
Strongly agree
1. I like my job 2. I have good cooperation with my colleagues
3. I know how to manage stress at work
4. I have very difficult working tasks
5. I have good working conditions 6. My work is well-paid
III. RESEARCH INSTRUMENTSQuestionnaire
Types of closed questions – scaling methods
Semantic differential
What do you think of the packaging of Marlboro cigarettes?
-3 -2 -1 0 1 2 3
Bad quality High quality
Economical Luxurious
Masculine Feminine
Serious Fun
Standard Unusual
Expensive Cheap
Modern Old-fashioned
Regular Formal
Worthy Worthless
Boring Attractive
Encouraging Obsolete
III. RESEARCH INSTRUMENTSQuestionnaire
Types of closed questions – scaling methods
Stapel scale
No bipolarity
Points are presented as numbers
No zero, only description
Rate the European university
+5 +5 +5 +5
+4 +4 +4 +4
+3 +3 +3 +3
+2 +2 +2 +2
+1 +1 +1 +1
EquipmentQuality of teaching
staff Image Location
-1 -1 -1 -1
-2 -2 -2 -2
-3 -3 -3 -3
-4 -4 -4 -4
-5 -5 -5 -5
III. RESEARCH INSTRUMENTSQuestionnaire
Types of closed questions – scaling methods
Thurstone scale
Cards with statements from negative to positive
attitudes
Jury assigns the statements into 3 categories
Favorable attitudes
Unfavorable attitudes
Neutral attitudes
Summing attitudes
You can get AIDS from toilet seatsyou can get AIDS from heterosexual sexAIDS is a death sentence
people with AIDS are badAIDS will never happen to mePeople with AIDS deserve what they got
AIDS is a cure, not a diseaseIf you get AIDS you will die within a yearAIDS costs the public too much
Jury distributes the statements into 11 subcategories
1 2 3 4 5
6 7 8 9
10 11
1 – least favorable to the concept11- most favorable to the concept
AIDS is a dangerous disease Aids affects us all If you have AIDS, you can still lead a normal
life People with AIDS are real people AIDS is a death sentence Children cannot catch AIDS People infected with AIDS did not have safe
sex People with AIDS should be treated just like
everybody else. A cure for AIDS is on the horizon
--------------------- ---------------------
III. RESEARCH INSTRUMENTSQuestionnaire
Types of closed questions – scaling methods
Q sorting
talkative sociable serious indifferent permissiveeducation
1 2 3 4 5 6
Example: what features a professor should have?
III. RESEARCH INSTRUMENTSQuestionnaire
Types of closed questions – scaling methods
Paired comparison scale
With √ mark the sport two-seated car that you prefer in the corresponding pair
----------- BMW Z4 M Coupe ----------- Chevrolet Courvette ZO6
----------- Porsche Cayman S ----------- Porsche Cayman S
----------- Chevrolet Courvette ZO6 ----------- Porsche Cayman S
----------- BMW Z4 M Coupe ----------- Dogde Viper SRT10
----------- Chevrolet Courvette ZO6 ----------- Dogde Viper SRT10
----------- Dogde Viper SRT10 ----------- BMW Z4 M Coupe
III. RESEARCH INSTRUMENTSQuestionnaire
Procedures for the preparation of a questionnaire
What information should be collected? How to collect information? (mail, in person ..) Choosing the type of questionnaire (open /closed questions) Logical sequence of questions (easy to difficult) Layout of the questionnaire Testing the questionnaire
Clear, short, precise, simple questions One question – one answer! No confusing questions, or questions that suggest a
response! No insulting questions! Symbolic rewards (free book, membership, subscription)
Rules in the preparation of a questionnaire
MINI TEST
Explain the following terms:
• Qualitative data : --------------------• Pupil meter: ------------------------------------------• Panel of households:-------• Rorshahov test:------------------------------• Dichotomous questions: -----------------------------------• Semantic differential :----------------• Q sort:---------------------------• Stapel scale:-------------------------------------------• Word association:-----------------------------------