Consumer Research Paradigms

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.

Qualitative Research

Suitable to examine attitude,feelings and motivations in depth

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.

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Usage prolem formulation justification

Combining Quantitative and Qualitative Research Findings

Quantitative research + Qualitative research = Strategic Marketing Decisions

Qualitative ResearchQuantitative Research

Study Purpose

Provide insights about ideas

Exploratory research before quantitative study

Describe target market

Results for strategic marketing decisions

Types of Questions

Open-endedUnstructured

Close-endedAttitude scales

Data Collection Methods

Projective techniquesDepth interviewsFocus groups

ObservationExperimentationQuestionnaires

Difference between Qualitative and Quantitative

Qualitative ResearchQuantitative Research

Sampling Methods

SmallNonprobability

samples

LargeProbability

samples

Data Analysis

Analyzed by researchers who collected data

Look for “key words”Subjective

Coded, tabulated, and entered into database

Use of statistical methods

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Marketing Research Vs Market Research

Market research - Gathering of Information about a markets’ size and trend

Marketing research

Covers a wider range of activities Systematic than market research Applied to variety of marketing problems

The Consumer Research Process

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 Data

Data that has been collected for reasons other than the specific research project at hand

Includes internal and external data

Secondary research Vs Primary research

Advantages Saving time, reducing data gathering costs

Disadvantages Data may not fit the problem perfectly Accuracy may be more difficult to verify

Eg : Govt agencies,marketing research companies,advertising agencies,private population data firms

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

How CLV is computed?

customer acquisition cost

Profit generated from individual sales to each customer

Costs of handling customers and their orders

Expected duration of relationship

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

Data Collection MethodsObservational 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

More accurate than survey

Longer time

Less versatile than survey

Observational research is

often used to design products to meet needs.

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

Data Collection Methods Experimentation

Causal research - 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

Application of causal research Test marketing

Can be conducted in laboratories or in the field

Surveys

Involves questioning respondents either verbally or in writing

very much versatile

Quicker and cheaper than observation

Surveys Data Collection Methods

Personal Interview

Mail

Telephone

Online

Online Surveys Are Growing in Popularity

weblink

MAIL TELEPHONEPERSONAL INTERVIEW

ONLINE

Cost Low Moderate High LowSpeed Slow Immediate Slow Fast

Geographic flexibility

Excellent Good Difficult Excellent

Interviewer bias

N/A Moderate Problematic N/A

Interviewer supervision

N/A Easy Difficult N/A

Quality of response

Limited Limited Excellent Excellent

Comparative Advantages

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. Split-half reliability

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

Behavior intention scales: also easy to construct and administer

Rank-order scales: subjects rank items in order of preference in terms of some criteria

Qualitative Collection MethodDepth Interview

Usually 30 minutes to 1 hourNonstructuredInterpreted by trained researcherListen to words as well as “body language”

Qualitative Collection Method Focus Group

8-10 participantsLasts about 2 hoursAlways taped or videotaped to assist

analysisOften held in front of two-way mirrors

Qualitative Collection Method Projective Techniques

Research procedures designed to identify consumers’ subconscious feelings and motivations

Consist of a variety of disguised “tests”Eg : word association tests,sentence

completion tests,untitled pictures or cartoons,ink blots etc

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.

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 nonprobabililty sample.

Probability Sampling Designs

Simple random sample

Every member of the population has a known and equal chance of being selected.

Systematic random sample

A member of the population is selected at random and then every “nth” person is selected.

Cluster (area) sample

The population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview.

Stratified random sample

The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group.

Data Analysis and Reporting Findings

Qualitative research – The moderator/test administrator usually analyzes the responses received

Quantitative research – The researcher supervises the analysis

Open-ended questions are coded and quantified

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All responses are tabulated and analyzed.

Final report includes executive summary of the findings

Report may/may not include recommendations for marketing action

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The body of the report consists of Full description of the methodology Tables,graphs to support findings

A sample questionaire is usually included in the appendix for future references

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