This document discusses various quantitative and qualitative research methods used to study consumer behavior. Quantitative research uses methods like experiments, surveys and observation to collect empirical and generalizable data, while qualitative research uses depth interviews, focus groups and projective techniques to gather subjective findings from smaller samples. The document also compares positivism, which views consumer behavior as an applied science, and interpretivism, which focuses on the act of consuming.
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This document discusses various quantitative and qualitative research methods used to study consumer behavior. Quantitative research uses methods like experiments, surveys and observation to collect empirical and generalizable data, while qualitative research uses depth interviews, focus groups and projective techniques to gather subjective findings from smaller samples. The document also compares positivism, which views consumer behavior as an applied science, and interpretivism, which focuses on the act of consuming.
This document discusses various quantitative and qualitative research methods used to study consumer behavior. Quantitative research uses methods like experiments, surveys and observation to collect empirical and generalizable data, while qualitative research uses depth interviews, focus groups and projective techniques to gather subjective findings from smaller samples. The document also compares positivism, which views consumer behavior as an applied science, and interpretivism, which focuses on the act of consuming.
Copyright:
Attribution Non-Commercial (BY-NC)
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Download as PPT, PDF, TXT or read online from Scribd
This document discusses various quantitative and qualitative research methods used to study consumer behavior. Quantitative research uses methods like experiments, surveys and observation to collect empirical and generalizable data, while qualitative research uses depth interviews, focus groups and projective techniques to gather subjective findings from smaller samples. The document also compares positivism, which views consumer behavior as an applied science, and interpretivism, which focuses on the act of consuming.
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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. Positivism
A consumer behavior research approach
that regards the consumer behavior discipline as an applied marketing science. 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. Interpretivism
A postmodernist approach to the study of
consumer behavior that focuses on the act of consuming rather than on the act of buying. Table 2.2 Comparisons between Positivism and Interpretivism PURPOSE PURPOSE Positivism Positivism Interpretivism Interpretivism
Quantitative Quantitative Quantitative Quantitative Table 2.2 continued ASSUMPTIONS Positivism Interpretivism
•Rationality; consumers make •No single, objective truth
decisions after weighing •Reality is subjective alternatives •Cause and effect cannot be •The causes and effects of isolated behavior can be identified •Each consumption •Individuals are problem experience is unique solvers •Researcher/respondent •A single reality exists interactions affect research •Events can be objectively findings measured 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 Figure 2.1 The Consumer Research Process
Develop Objectives
Collect Secondary Data
Design Qualitative Research Design Quantitative Research
Conduct Research Collect Primary Data (Using highly trained (Usually by field staff) interviewers) Exploratory Study Analyze Data Analyze Data (Subjective) (Objective)
Prepare Report Prepare report
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: • Primary data: data
data that has been collected by the collected for researcher for the reasons other than purpose of meeting the specific specific objectives research project at hand Table 2.2 Major Sources of Secondary Data Periodicals Government & Publications Books Internal Commercial Sources Data Data Collection Methods
Observation
Experimentation
Surveys 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
Personal Interview
Mail
Telephone
Online Table 2.4 Comparative Advantages PERSONAL MAIL TELEPHONE ONLINE INTERVIEW Cost Low Moderate High Low Speed Slow Immediate Slow Fast Response Self- Low Moderate High rate selection Geographic Excellent Good Difficult Excellent flexibility Interviewer N/A Moderate Problematic N/A bias Interviewer N/A Easy Difficult N/A supervision Quality of Limited Limited Excellent Excellent response The degree to which a measurement instrument Validity accurately reflects what it is designed to measure. The degree to which a measurement Reliability instrument is consistent in what it measures. 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 preference in terms of some criteria. Figure 2.4 Example of a Likert Scale Please place the number that best indicates how strongly you agree or disagree with each of the following statements about shopping online in the space to the left of the statement.
_____ b. Products often cost more online. _____ c. It is a good way to find out about new products. Figure 2.4 Semantic Differential Profiles of Three Pay-Per-Movie Services Poor
3 DVD Neutral
Digital 2 Cable DIVX
1 Availability
Number of
Clarity of Access Ease of Cost
Picture Excellent
Titles Figure 2.5 Rank-Order Scales
Rank the following computer manufacturers in
terms of hotline help by placing a 1 next to the one who provides the best telephone help, a 2 next to the second best, until you have ranked all six.
_____ IBM _____Hewlett Packard
_____ Dell _____ Gateway _____ Compaq _____ NEC Qualitative Data Collection Methods
Depth Focus Interviews Groups
Projective Metaphor Techniques Analysis A qualitative research method in which eight to ten persons participate in an Focus Group unstructured group interview about a product or service concept. Figure 2.5 Selected Portions of a Discussion Guide 1. Why did you decide to use your current cellular company? (Probe) 2. How long have you used you current cellular company? (Probe) 3. Have you ever switched services? When? What caused the change? (Probe) 4. What do you think of the overall quality of your current service? (Probe) 5. What are the important criteria in electing a cellular service? (Probe) Research procedures designed to identify Projective consumers’ Techniques subconscious feelings and motivations. 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. Customer Satisfaction Data Collection Instruments (Table 2.5) • Customer Satisfaction Surveys • Gap Analysis of Expectations versus Experience • Mystery Shoppers • Critical Incident Technique • Customer Complaint Analysis • Analysis of Customer Defections Sampling Plan Decisions
Whom to survey?
How many?
How to select them? Table 2.6 Probability Sampling Designs Simple random Every member of the population has a known and sample equal chance of being selected. Systematic random A member of the population is selected at random sample and then every “nth” person is selected. Stratified random The population is divided into mutually exclusive sample groups (such as age groups), and random samples are drawn from each group. Cluster (area) The population is divided into mutually exclusive sample groups (such as blocks), and the researcher draws a sample of the groups to interview. Table 2.6 Nonprobability Sampling Designs Convenience The researcher selects the most accessible sample population members from whom to obtain information (e.g., students in a classroom) Judgment sample The researcher uses his or her judgment to select population members who are good sources for accurate information (e.g., experts in the relevant field of study). Quota sample The researcher interviews a prescribed number of people in each of several categories (e.g., 50 men and 5 women).
