The document discusses consumer behavior research and provides details about quantitative and qualitative research methods. It describes the consumer research process, sources of secondary data, data collection methods including surveys, experiments and observation, and qualitative research techniques like in-depth interviews, focus groups, projective techniques and metaphor analysis.
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The document discusses consumer behavior research and provides details about quantitative and qualitative research methods. It describes the consumer research process, sources of secondary data, data collection methods including surveys, experiments and observation, and qualitative research techniques like in-depth interviews, focus groups, projective techniques and metaphor analysis.
The document discusses consumer behavior research and provides details about quantitative and qualitative research methods. It describes the consumer research process, sources of secondary data, data collection methods including surveys, experiments and observation, and qualitative research techniques like in-depth interviews, focus groups, projective techniques and metaphor analysis.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
The document discusses consumer behavior research and provides details about quantitative and qualitative research methods. It describes the consumer research process, sources of secondary data, data collection methods including surveys, experiments and observation, and qualitative research techniques like in-depth interviews, focus groups, projective techniques and metaphor analysis.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
Arash 2 Consumer research Consumer Behavior, Eighth Edition
SCHIFFMAN & KANUK
Arash 3 Session synopsis Issues in consumer behavior research Specified the information needed Type of legal and illegal issues 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
Positivism Interpretivism
Prediction of consumer actions Understanding consumption
practices
METHODOLOGY
Positivism Interpretivism
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 experience •Individuals are problem solvers is unique •A single reality exists •Researcher/respondent •Events can be objectively interactions affect research measured findings 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 The Consumer Research Process Develop Objectives Collect Secondary Data Design Qualitative Design Quantitative Research Research •Method •Method •Screener •Sample design questionnaire •Data collection •Discussion guide Conduct instrument Collect Primary Research Data (Using highly (Usually by field trained Explorator staff) interviewers) y Study Analyze Data Analyze Data (Subjective) (Objective)
Prepare Report Prepare report
Secondary Versus Primary Data • Secondary data: • Primary data: data that has data collected been collected by the for reasons other researcher for than the specific the purpose of research project meeting specific at hand objectives Major Sources of Secondary Data Periodicals Government & Publications Books Internal Commercial Sources Data Data Collection Methods
Observation
Experimentation
Surveys 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. 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. 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 Focus participate in an Group unstructured group interview about a product or service concept. Research procedures designed to Projective identify Techniques consumers’ 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. Summary…..
