Consumer Research - California State University, Fullerton消费者研究-加利福尼亚州立大学，富勒顿.pptVIP

Consumer Research Being in the field Meeting 3 Know others by knowing yourself Observe yourself as a customer Buy a cup of coffee and observe yourself from the time you are in line until the coffee has been consumed Practice introspection exercises Determine the essence of a product experience Understand the nuances of behavior reinforcement Use the knowledge of your own experience to understand the experience of others Secondary data Demographic/product use/media habits Simmons (SMRB) and Mediamark (MRI) Public opinion and attitude surveys Roper, Yankelovich and Gallup Motivation studies and VALS SRI American Demographic magazine Trade, Industry and Government sources Become a consumer detective Great insights are revealed in little details Use semiotics to discover clues What can you discover about American from examining a one dollar bill? What can you tell about the person next to you from his or her clothing? What do you know about an instructor from the contents of his/her office? Professional detectives Category New Yorkers Professors Executives Gamblers Tourists Pet owners Detective Taxi drivers ? ? ? ? ? Measuring vs. Interpretation Conduct a class poll to determine whether or not more women prefer Coke than Pepsi Have women characterize Coke and Pepsi according to film stars cast to promote it What conclusions can you make about each method’s ability to inform the question? Field Observational Techniques:Convenience Store Quantitative Count the number of activities taking place using pre-established categories Yields amounts and types of transactions Qualitative Observe and record activities taking place as they occur, letting events drive data. Note dress, mood Listen to conversations Results yield portrait of convenience store culture Content or Document Analysis:Magazine Ads Quantitative Identify ad types (product in use, product alone etc) and count them. Provides a tally on ad content Qualitative View the magazine as text and allow categories t