Download - 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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