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    Consumer Research

    Uploaded by

    Somon Olimzoda

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Consumer Research

    Uploaded by

    Somon Olimzoda
    7 views21 pages

    Original Title

    3. Consumer Research

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    © © All Rights Reserved

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    Copyright:

    © All Rights Reserved
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    7 views21 pages

    Consumer Research

    Uploaded by

    Somon Olimzoda

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 21

    1

    2
    Enables marketers to

    • predict how consumers will react


    • in the marketplace
    • to promotional messages

    • understand why they make the purchase


    decisions they make

    3
    Marketers utilize CR
    • to design marketing strategies
    • and develop promotional messages
    • … i.e. to influence consumers more effectively

    Types
    • Qualitative vs. Quantitative

    4
    5
    • Subjective data that is not easily coded into
    numbers
    • Words and feelings
    • Fewer subjects
    • Deeper level

    Useful when..
    • Marketing needs answers relating to motivation,
    emotion, etc.

    6
    • Focus Group Interview

    • In-depth Interview

    • Observation / Participant Observation

    • Projective Technique

    •…
    7
    8
    • An Example of Mixed Research Design
    • three rounds of qualitative research and three rounds of
    quantitative research rotationally in order to gain a
    deeper understanding.

    9
    Focus Group Interview
    10
    • Focus Group: a group of people who
    discuss a subject under the direction of a
    moderator.
    Popular in Industry
    • Relatively quick, easy, inexpensive
    • A first-hand glimpse of potential
    customers
    Not used so much in Academia
    • Lacks in-depth
    11
    12
    13
    TV Commercial – Snickers, FGI
    (Participants: Four Creatures)

    14
    15
    FGI (one-way mirror glass)

    16
    As a facilitator, the moderator should know what questions
    to ask and prepare a game plan (questionnaire). 17
    Participants should be relatively homogeneous with
    respects to age, gender, culture, etc. 18
    FGI Participants should be relatively
    homogeneous with respects to culture.
    Malaysia is multi-cultural.
    19
    Focus Group Research - Steps

    1. Define objectives of study


    2. Develop questions for discussion - Moderator
    Guide
    3. Recruit participants
    4. Conduct Session with a moderator
    5. Analyze and report results to decision makers

    Results can be misleading if the focus group


    interview is not conducted properly.
    20
    • Make Key FGI Questionnaires (Protocol)
    • Think as You are a Moderator
    • Indicate Your Own Topic
    • Create FGI Questionnaires with your pair
    with the topic you chose
    • Each pair will exchange their
    questionnaires to check for improvement

    21

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