CHAPTER 2 CONSUMER RESEARCH

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Chapter Outline
Introduction to Quantitative and Qualitative Research Overview of the Consumer Decision Process Quantitative Research Qualitative Research

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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.

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Qualitative Research
Consists of depth interviews, focus groups, metaphor analysis, collage research, and projective techniques. Administered by highly trained intervieweranalysts. Findings tend to be subjective. Small sample sizes.

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Burke Research Uses a Variety of Projective Techniques

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Table 2-1
Study Purpose Quantitative Research Provide insights Describe target about ideas market Exploratory research Results for before quantitative strategic study marketing decisions Open-ended Close-ended Unstructured Attitude scales Qualitative Research Projective techniques Observation Depth interviews Experimentation CONSUMER BEHAVIOR Focus groups Questionnaires

Types of Questions Data Collection Methods

Table 2-1 (continued)

Qualitative Research
Sampling Methods Small Nonprobability samples Quantitative Research Large Probability samples

Data Analysis

Analyzed by Coded, tabulated, researchers who and entered into collected data database Look for key words Use of statistical CONSUMER BEHAVIOR methods Subjective

The Consumer Research Process Figure 2.1

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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.

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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?

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Secondary Data
Data that has been collected for reasons other than the specific research project at hand Includes internal and external data

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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

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Discussion Question Personal Privacy

Many people do not like the fact that their personal data are used for marketing. How can marketers justify their need for data? How can they acquire data and maintain customer privacy?

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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

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Data Collection Methods 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

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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
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Data Collection Methods Experimentation

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 Can be conducted in laboratories or in the field

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Surveys Data Collection Methods

Personal Interview

Mail Telephone
Online
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Online Surveys Are Growing in Popularity

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Table 2.2 Comparative Advantages

MAIL Cost Speed Response rate Geographic flexibility Interviewer bias Interviewer supervision Quality of response
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TELEPHONE Moderate Immediate Moderate Good Moderate Easy Limited

Low Slow Low Excellent N/A N/A Limited

PERSONAL INTERVIEW High Slow High Difficult Problematic Difficult Excellent

ONLINE Low Fast Selfselection Excellent N/A N/A Excellent

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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.

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Qualitative Collection Method Depth Interview

Usually 30 minutes to 1 hour Nonstructured Interpreted by trained researcher Listen to words as well as body language

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Qualitative Collection Method Focus Group

8-10 participants Lasts about 2 hours Always taped or videotaped to assist analysis Often held in front of two-way mirrors

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Online Focus Groups Are Gaining in Popularity

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Figure 2.4 Focus Group Discussion Guide

1. 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 . . .

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Qualitative Collection Method Projective Techniques

Research procedures designed to identify consumers subconscious feelings and motivations Consist of a variety of disguised tests

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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.
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Customer Satisfaction Measurement

Customer Satisfaction Surveys Gap Analysis of Expectations versus Experience Mystery Shoppers Customer Complaint Analysis Analysis of Customer Defections
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Customer Satisfaction Survey

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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 nonprobability sample.

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Probability Sampling

Nonprobability Sampling

Probability sampling, or random sampling, is a sampling technique in which the probability of getting any particular sample may be calculated.

Non-probability sampling is a sampling technique where the samples are gathered in a process that does not give all the individuals in the population equal chances of being selected.

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WHEN TO USE NON-PROBABILITY SAMPLING

This type of sampling can be used when demonstrating that a particular trait exists in the population. It can also be used when the researcher aims to do a qualitative, pilot or exploratory study. It can be used when randomization is impossible like when the population is almost limitless. It can be used when the research does not aim to generate results that will be used to create generalizations pertaining to the entire population. It is also useful when the researcher has limited budget, time and workforce. This technique can also be used in an initial study which will be carried out again using a randomized, probability sampling.

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Table 2.4 Probability Sampling Designs

Simple random sample Systematic random sample Every member of the population has a known and equal chance of being selected. A member of the population is selected at random and then every nth person is selected.

Stratified random sample

Cluster (area) sample

The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group.
The population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview.

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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.

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References
These slides are taken from Kotler and Keller. Marketing Management, 13th ed.

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