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Chapter 2 Consumer Reserch

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Avinash Kumar

Consumer Behavior Ninth Edition Schiffman and Kanuk

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Chapter 2 Consumer Research
Chapter Outline ,[object Object],[object Object],[object Object],[object Object]
Quantitative Research ,[object Object],[object Object],[object Object],[object Object]
Qualitative Research ,[object Object],[object Object],[object Object],[object Object]
Burke Research Uses a Variety of Projective Techniques weblink
Table 2-1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Data Collection Methods ,[object Object],[object Object],[object Object],[object Object],Types of Questions ,[object Object],[object Object],[object Object],[object Object],Study Purpose Quantitative Research Qualitative Research
Table 2-1 (continued) ,[object Object],[object Object],[object Object],[object Object],[object Object],Data Analysis ,[object Object],[object Object],[object Object],[object Object],Sampling Methods Quantitative Research Qualitative Research
The Consumer Research Process Figure 2.1
Developing Research Objectives ,[object Object],[object Object],Subaru Video
Discussion Questions ,[object Object],[object Object],[object Object]
Secondary Data ,[object Object],[object Object]
Types of Secondary Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
U.S. Census Data weblink
Discussion Question Personal Privacy ,[object Object],[object Object],[object Object]
Designing Primary Research ,[object Object],[object Object],[object Object],[object Object]
Data Collection Methods Observational Research ,[object Object],[object Object]
Observational research is often used to design products to meet needs.
Data Collection Methods Mechanical Observational Research ,[object Object],[object Object],[object Object]
Foxwoods Casino Uses Mechanical Observational Research - Figure 2-2
Arbitron Mechanical Observation
Data Collection Methods Experimentation ,[object Object],[object Object],[object Object]
Discussion Question ,[object Object],[object Object],[object Object]
Surveys Data Collection Methods Personal Interview Mail Telephone Online
Online Surveys Are Growing in Popularity weblink
Table 2.2 Comparative Advantages MAIL TELEPHONE PERSONAL INTERVIEW ONLINE Cost Low Moderate High Low Speed Slow Immediate Slow Fast Response rate Low Moderate High Self-selection 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
Validity and Reliability ,[object Object],[object Object]
Attitude Scales ,[object Object],[object Object],[object Object],[object Object]
Qualitative Collection Method Depth Interview ,[object Object],[object Object],[object Object],[object Object]
Qualitative Collection Method Focus Group ,[object Object],[object Object],[object Object],[object Object]
Online Focus Groups Are Gaining in Popularity
Figure 2.4 Focus Group Discussion Guide 1. Why did you decide to use your current cellular company? 2. How long have you used your current cellular company? 3. Have you ever switched services? When? What caused the change? 4. What do you think of the overall quality of your current service? 5. What are the important criteria in selecting a cellular service? Examples of Probe questions: a. Tell me more about that . . . b. Share your thinking on this . . . c. Does anyone see it differently . . .
Qualitative Collection Method Projective Techniques ,[object Object],[object Object]
Qualitative Collection Method Metaphor Analysis ,[object Object],[object Object]
Customer Satisfaction Measurement ,[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Satisfaction Survey
Sampling and Data Collection ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Table 2.4 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 ,[object Object],[object Object],[object Object]

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Chapter 2 Consumer Reserch

  • 1. Chapter 2 Consumer Research
  • 2.
  • 3.
  • 4.
  • 5. Burke Research Uses a Variety of Projective Techniques weblink
  • 6.
  • 7.
  • 8. The Consumer Research Process Figure 2.1
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. U.S. Census Data weblink
  • 14.
  • 15.
  • 16.
  • 17. Observational research is often used to design products to meet needs.
  • 18.
  • 19. Foxwoods Casino Uses Mechanical Observational Research - Figure 2-2
  • 21.
  • 22.
  • 23. Surveys Data Collection Methods Personal Interview Mail Telephone Online
  • 24. Online Surveys Are Growing in Popularity weblink
  • 25. Table 2.2 Comparative Advantages MAIL TELEPHONE PERSONAL INTERVIEW ONLINE Cost Low Moderate High Low Speed Slow Immediate Slow Fast Response rate Low Moderate High Self-selection 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
  • 26.
  • 27.
  • 28.
  • 29.
  • 30. Online Focus Groups Are Gaining in Popularity
  • 31. Figure 2.4 Focus Group Discussion Guide 1. Why did you decide to use your current cellular company? 2. How long have you used your current cellular company? 3. Have you ever switched services? When? What caused the change? 4. What do you think of the overall quality of your current service? 5. What are the important criteria in selecting a cellular service? Examples of Probe questions: a. Tell me more about that . . . b. Share your thinking on this . . . c. Does anyone see it differently . . .
  • 32.
  • 33.
  • 34.
  • 36.
  • 37. Table 2.4 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.
  • 38.