Consumer research


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Consumer research

  1. 1. Consumer Research
  2. 2.  Most studies on consumer behavior are based on a set of beliefs and assumption called positivism or modernism. Researchers who support the assumptions of modernism are referred to the positivists .  Positivists research method consist of experiment , survey techniques & observation. History
  3. 3.  The reality is there are no single solution & analysts are applying a vareity of effective techniqes to “GET IN TO CUSTOMER MIND”.  Specify Research Objective  Collect and Evaluate Secondary data  Design primary research  Quantitative or Motivational research design Consumer Research Process
  4. 4.  Quantitative or Motivational research design include the method of data collection,the data collection instruments and the sample design Quantitative or Motivational research design
  5. 5.  Descriptive in nature.  Enables marketers to “predict” consumer behavior.  Research methods include experiments, survey techniques, and observation.  Findings are descriptive, empirical and generalizable. Quantitative Research
  6. 6. Positivism A consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science.
  7. 7.  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. Qualitative Research
  8. 8. Interpretivism A postmodernist approach to the study of consumer behavior that focuses on the act of consuming rather than on the act of buying.
  9. 9. Comparisons between Positivism and Interpretivism PURPOSE METHODOLOGY Positivism Prediction of consumer actions Interpretivism Understanding consumption practices Positivism Quantitative Interpretivism Quantitative
  10. 10. contin… ASSUMPTIONS Positivism •Rationality; consumers make decisions after weighing alternatives •The causes and effects of behavior can be identified •Individuals are problem solvers •A single reality exists •Events can be objectively measured Interpretivism •No single, objective truth •Reality is subjective •Cause and effect cannot be isolated •Each consumption experience is unique •Researcher/respondent interactions affect research findings
  11. 11.  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 The Consumer Research Process
  12. 12. The Consumer Research Process Develop Objectives Collect Secondary Data Design Qualitative Research • Method • Screener questionnaire • Discussion guide Prepare Report Analyze Data (Subjective) Conduct Research (Using highly trained interviewers) Exploratory Study Prepare report Analyze Data (Objective) Collect Primary Data (Usually by field staff) Design Quantitative Research • Method • Sample design • Data collection instrument
  13. 13.  Defining purposes and objectives helps ensure an appropriate research design.  A statement of objectives helps to define the type and level of information needed. Developing Research Objectives
  14. 14.  There are three basic approaches to collecting data in Quantitative study  Observation  Experiment  Survey Data Collection methods
  15. 15.  Personal interview survey  Mail survey  Telephone survey …. Survey
  16. 16.  Secondary data: data that has been collected for reasons other than the specific research project at hand  Primary data: data collected by the researcher for the purpose of meeting specific objectives Secondary Versus Primary Data
  17. 17.  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. Observational Research