ch02_Consumer Research.pptVIP

Chapter 2 Consumer Research Quantitative Research Descriptive in nature. Enables marketers to “predict” consumer behavior. Research methods include experiments, survey techniques, and observation. Findings are descriptive, empirical and generalizable. Qualitative Research Consists of depth interviews, focus groups, metaphor analysis, collage research, and projective techniques. Administered by highly trained interviewer-analysts. Findings tend to be subjective. Small sample sizes. Table 2.2 continued The Consumer Research Process Six steps 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 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 Versus Primary Data Secondary data: data that has been collected for reasons other than the specific research project at hand Primary data: data collected by the researcher for the purpose of meeting specific objectives Table 2.2 Major Sources of Secondary Data 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. Widely used by interpretivist researchers. 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. Survey Data Collection Methods Attitude Scales 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