CHAPT
ER
TWO
The
Consumer
Research
Process
Why Do Marketers Regularly Test
Print Ads Like
This One Before They Are Placed
in the Media?
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Chapter Two
To Test the Impact of the
Message Before
Spending Large Amounts of
Money
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Chapter Two
The Importance of the
Consumer
Research
Process
Marketers must understand
customers to design effective:
marketing strategies
products
promotional messages
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Chapter Two
The Consumer
Research Process
Figure 2.2
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Chapter Two
The Consumer Research
Process
Secondary
research
Primary
research
Qualitative
Quantitative
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Chapter Two
Developing Research
Objectives
Defining objectives helps ensure
an appropriate research design.
Collecting and evaluating
secondary data.
Designing a primary research
study.
Collecting primary data.
Analyzing the data, and
Preparing a report on the findings.
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Chapter Two
Secondary Data
Data that has been
collected for
reasons other than
the specific
research
project
at
hand
Includes internal
and
external data
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Chapter Two
Types of Secondary
Data
Internal
Data
Data generated inhouse
May include
analysis of
customer files
Useful for
calculating
customer lifetime
value
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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
Chapter Two
Designing Primary
Research
Qualitati
ve
Researc
h
Depth
Interview
s
Focus
Groups
Projective
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Chapter Two Slide
Qualitative Collection
Method
Depth
Interview
Also called one-on-one interview
Usually 20 minutes to 1 hour
Nonstructured
Interviewer will often probe to get
more
feedback (see following slide for
probing)
Session is usually recorded
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Chapter Two
Probing Options for
Interviews
Figure 2.3
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Chapter Two
Qualitative Collection
Method
Focus
Group
8-10 participants
Respondents are recruited through a
screener
questionnaire
Lasts about 2 hours
Always taped or videotaped to assist
analysis
Often held in front of two-way mirrors
Online focus groups are growing
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Chapter Two
Focus Group Discussion Guide
- Figure 2.4
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Chapter Two
Qualitative Collection
Method
Projective
Techniques
Research procedures designed to
identify consumers
subconscious feelings and
underlying motivations
Consist of a variety of disguised
tests
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Chapter Two
Word
Associati
ons
Common Projective
Exercises
Description
Table 2.1 (excerpt)
The researcher has a list of words, some of them to
be studied and some just as filler. The researcher
asks the respondent(s) to react, one-at-a time, to
each word by stating or (in a focus group setting)
writing on a pad the first word that comes to mind,
and to explain the link.
Sentence The researcher has a series of incomplete sentences
Completio that the
n
respondent(s) needs to complete with a word or
phrase.
Photo/Vis The researcher creates/selects a series of photos of
ual for
consumers, different brands or products, range of
Storytelli print ads, etc., to serve as stimuli. The respondents
ng
are asked to discuss or tell a story based on their
response to a photo or some other visual stimulus.
Role
Is quite similar to storytelling; however, instead of
Playing
telling a story, the participant(s) will be given a
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Chapter Two
Qualitative Collection
Method
Metaphor Analysis
Based on belief that metaphors are
the most basic method of thought and
communication.
Consumer values also play an important
role in understanding consumer
behavior.
Sky blue
Water deep
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Chapter Two
Designing Primary
Research
Quantitati
ve
Research
Observatio
n
Experimen
tation
Survey
questionnai
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Chapter Two
Data Collection Methods
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
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Chapter Two
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
Audits are a type of mechanical
observation which monitor sales
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Chapter Two Slide
Data Collection Methods
Experimentation
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
Test markets are conducted on a
single market area
Experimentation can be conducted in
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Chapter Two Slide
Cost
Speed
Response
rate
Geograp
hic
flexibility
Interviewer
bias
Interview
er
Supervisi
on
Data Collection
Methods
Table
2.2
Mail
Telephone
Person
Online
Low
Slow
Low
Moderate
Immediate
Moderate
al
Intervi
ew
High
Slow
High
Low
Fast
Self-selected
Excellent
Good
Difficult
Excellent
N/A
Moderate
Problematic
N/A
N/A
Easy
Difficult
N/A
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Chapter Two Slide
DATA COLLECTION METHODS:
SURVEYS
Personal Interview
Mail
Telephone
Online
23
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.
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Chapter Two Slide
Attitude Scales
Likert
scales
Semantic
differential
scales
Behavior
intention
scales
Rank-order
scales
Asked to agree or disagree with a
statement
Easy to prepare & interpret
Simple for consumers
Includes bipolar adjectives
Relatively easy to construct and
administer
Measures likelihood consumers will act a
certain way
Easy to construct and administer
Items ranked in order of preference in
terms of some
criteria
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Chapter Two Slide
LIKERT SCALE
Please place the number that best indicates how strongly you agree or
disagree with each of the following statements about shopping on-line in
the space to the left of the statement.
1 = Agree
Strongly 2 =
Agree
3 = Neither
Agree or
Disagree
4 = Disagree
5 = Disagree
Strongly
a. It is fun to shop
online.
b. Products often
cost more on-line than
they are worth.
c. It is a good way
to find out about new
26
Behavior intention
scale
RANK-ORDER SCALES
A. Please rank the following e-mail providers in terms of ease of
access by placing a 1 in front of the service you think is best,
a 2 alongside the second best, and continuing until you have
ranked all six service providers.
America Online
AT&T
_ Netscape
Worldnet
_ Microsoft
_ Juno
Explorer
_ Erols
B. 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
_ Dell
Packard
_ Toshiba
Compaq
NEC
29
Customer Satisfaction
Measurement
Custome
r
Satisfacti
on
Surveys
Analysis of
Expectations
versus
Experience
Mystery
Shoppers
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Chapter Two Slide
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
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Chapter Two Slide
Data Analysis and
Reporting Findings
Open-ended questions are
coded and quantified.
All responses are tabulated
and analyzed.
Final report includes executive
summary, body, tables, and
graphs.
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Chapter Two Slide
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electronic, mechanical, photocopying, recording, or
otherwise, without the prior written permission of the
Copyright
2010
Pearson
Education,
publisher.
Printed
in the
United States
of America.Inc.
Publishing as
Prentice Hall
Copyright 2010 Pearson Education, Inc. Publishing as
Chapter Seven
