consumers research methods

7/29/2019 Consumers Research methods

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How To Study Consumers:

Focusing on the Methods


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Learning Objectives

Why should marketers study consumers?

What are the key methods used in the study

of consumers?

What are the key strengths and limitations

of the methods?

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Why Study Consumers?

Provides marketers with a thorough

understanding of consumers.

Enables marketers to make more informed

predictions.Enables marketers to anticipate how they can

better meet consumer needs.

Increases success in the development of

marketing strategies.

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A Classification of Consumer Research Data

Qualitative Data Quantitative Data

Consumer Research Data

Secondary Data Primary Data


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Qualitative Vs. Quantitative Research

Qualitative Research

To gain a qualitative

understanding of the

underlying reasons and

motivations

Small number of non-

representative cases

Unstructured

Non-statistical

Develop an initial

understanding

Objective

Sample

Data Collection

Data Analysis

Outcome

Quantitative Research

To quantify the data and

generalize the results from the

sample to the population of

interest

Large number of representative

cases

Structured

Statistical

Recommend a final course of

action


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Qualitative Methods

Focus Groups

Interviews

Projective Techniques

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Focus Groups: are unstructured and directway of

obtaining information from a group of people.

Group Size 8-10/12 participants

Group Composition Homogeneous, respondents,

prescreened

Physical Setting Relaxed, informal atmosphere

Time Duration 1-3 hours

Recording Use of audiocassettes and

videotapes

Moderator Observational, interpersonal, and

communication skills of the

moderator


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Benefits and Problems of Focus Groups

Benefits:

allow interaction among participants.Peer influence can support disclosure.

Are flexible

Allow respondents to be spontaneous.

Problems

Peer influence can suppress some unpopular attitudes.

Dominant participants may affect opinions.


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Interview

direct way of obtaining information on a one to one

basis (face to face basis).It can be

unstructured (depth), semi-structured or structured.

provide rich data (allows for probing).

Good for sensitive topics

But can be time consuming and costly.


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Projective Techniques

An unstructured, indirect form of questioningthat encourages respondents to project their

underlying motivations, beliefs, attitudes or

feelings.

Word-association tests

Sentence completion tests

Pictures/Cartoon construction tests


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Example of A Cartoon Test

Lets see if we

can pick upsome house

wares at Sears.

Sears


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Examples of Uses of Qualitative Research

Market Segmentation

Why does one segment use our product more thananother?

Who are our customers and how do they use ourproducts?

New Product DevelopmentWhat would our current market think of a proposedproduct idea.

How will consumers embrace a new technology within

their homes.


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Quantitative Data Methods

Surveys

Observation

Experiments

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Surveys

Methods of collecting data based onquestioning a respondents usually in theform of a structured questionnaire.

ask consumers about their purchase preferences inperson, by mail, by telephone or online.

Can be used to collect data from a large sample.

Each survey method has advantages and disadvantages.

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A Comparative Evaluation of Survey Methods

SURVEY METHODS

CRITERIATelephone In Home Interviews Mall Intercept Mail surveys Emails/

Internet

1. TASK FACTORS

Diversity of questions and flexibility Low to moderate High High Moderate Moderate to high

Use of Physical Stimuli Low Moderate to High High Moderate Low to Moderate

Control of Sample Moderate to High Potentially High Moderate Low Low to Moderate

Quantity of Data Low High Moderate Moderate Moderate

Response Rate Moderate High High Low Very low to low

2. SITUATIONAL FACTORS

Control of Data collection Environment Moderate Moderate to high High Low Low

Control of Field Force Moderate Low Moderate High High

Potential for Interviewer Bias Moderate High High None None

Speed High Moderate Moderate to high Low High to very high

Costs Moderate High Moderate to high Low Low

3, RESPONDENTS FACTORS

Perceived Anonymity of the Respondent Moderate Low Low High Moderate to High

Social Desirability Moderate High High Low Low to Moderate

Obtaining Sensitive Information High Low Low High Moderate to High

Low incidence rate High Low Low Moderate Moderate to High

Respondent controlLow to moderate Low Low High Moderate to high


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Observation

Observational Researchinvolvesrecording the behavioural patterns ofpeople, objects, and events in a systematic

manner to obtain information about thesubject of interest.

E.g., consumers are watched during theprocess of buying and using products.

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Classification of Observation Methods

Structured vs. unstructured observationDisguised vs. undisguised observation

Natural vs. Contrived Observation

Personal vs. Mechanical observation

Marketers can disguise themselves as shoppers and determine in

person how consumers make purchase decisions.


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Advantages and Disadvantages of Observation

Advantages:

they focus on actual behavior rather than reports of preferred behavior.

there is limited reporting bias.

May be relatively cheaper and faster.

Disadvantages

It is often difficult to observe certain forms of behavior. Little is known about the underlying motives, beliefs, attitudes, and

preferences.

Bias in the researcher's perception.

May be unethical.


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Experimentation

Experimentation

involves manipulatingone or more independent variables andmeasuring their effect on the dependent

variables while controlling the extraneousfactors. Relationships among variables.

Types:

One group vs. two groups; Randomization

Time consuming, difficult to administer &Costly.

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Conclusion

Studying consumers is critical but can bevery complicated. A researcher has toevaluate various methods.

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