The document discusses consumer behavior and provides definitions and explanations of key concepts. It defines a consumer as a person who makes purchase decisions for personal use based on preferences, beliefs, and needs. Understanding consumer behavior allows firms to develop products that meet consumer needs and wants, thereby increasing sales and profits. The document also outlines the consumer research process and different methods used, including secondary research, qualitative and quantitative primary research, and different data collection tools.
Presentation on consumer behaviour and marketing strategyKARISHMA KUMARI
It is based on the consumer behaviour and their process and the marketing strategy how it influence on different products or brands. I took the example of PUMA its marketing strategy how it works and how it is brought to the market.
Presentation on consumer behaviour and marketing strategyKARISHMA KUMARI
It is based on the consumer behaviour and their process and the marketing strategy how it influence on different products or brands. I took the example of PUMA its marketing strategy how it works and how it is brought to the market.
This presentation covers the short description of Consumer Behavior- Perception and Learning, complemented by examples and Case studies. Prepared by Jasleen Kaur and Ishika, MBA, Indira Gandhi Delhi Technical University for Women, using Canva free version.
Buying Decision Making Process
Buying roles, Stages of the decision process – High and low effort decisions, Post purchase decisions, Models of consumer behaviour
The Consumer
Research Process
The Importance of the Consumer
Research Process
Largely Influenced by Psychology, sociology, and anthropology
Developing Research Objectives
Secondary Data
Designing Primary research
Qualitative Collection Method
Depth Interview
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
This presentation covers the short description of Consumer Behavior- Perception and Learning, complemented by examples and Case studies. Prepared by Jasleen Kaur and Ishika, MBA, Indira Gandhi Delhi Technical University for Women, using Canva free version.
Buying Decision Making Process
Buying roles, Stages of the decision process – High and low effort decisions, Post purchase decisions, Models of consumer behaviour
The Consumer
Research Process
The Importance of the Consumer
Research Process
Largely Influenced by Psychology, sociology, and anthropology
Developing Research Objectives
Secondary Data
Designing Primary research
Qualitative Collection Method
Depth Interview
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...Venkat. P
Introduction and overview to study of Consumer Behaviour – Definition of Consumer Behaviour – Significance – Development of the concept & The discipline of Consumer Behaviour – Marketing impact on Consumers – Marketing ethics and Social Responsibility – Understanding consumer and Market Segments.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
3. Consumer is a person who decides on the
purchase of a good or a service for personal use,
based on personal preferences, beliefs, and needs
or the influence of advertising.
Understanding consumer behaviour enables firms
to launch products that people need and want,
thereby, increasing their sales and profitability. If a
firm fails to understand what consumers need or
how they will respond to the launch of a new
product, most likely it will incur losses.
Shweta Chauhan
6. CONSUMER BEHAVIOUR
According to Ostrow & Smith
“consumer behaviour refers to the actions
of consumers in the market place and the
underlying motives for those actions.
Marketers expect that by understanding
what causes consumer to buy particular
goods and services they will be able to
determine which products are needed in
the market place, which are obsolete, and
how best to present the goods to the
consumer.
Shweta Chauhan
7. Consumer Behaviour
The process and activities people engage in when
searching for, selecting, purchasing, using,
evaluating, and disposing of
products and services
8. Why do we need to study
Consumer Behaviour?
Consumer preferences are changing and become highly diversified
Consumer research has vividly pointed out that customers dislike
using identical products and prefer differentiated products
Meeting of special needs of customer's requirement market
segmentation
Rapid introduction of new products with technological
advancement has made the job of studying consumer behaviour
more imperative
Consumer behaviour can be used to sell products that might not
sell easily
Consumers do not always act or react, as the theory would suggest
Because no longer can we take the customer/consumer for granted
10. IMPORTANCE OF CONSUMER
BEHAVIOUR
Shweta Chauhan
•To design production policies,
•Know the effect of price on buying,
•Exploit the market opportunities,
•Design marketing mix,
•Implement STP strategies,
•Helps in understanding diversified preference,
•Understanding of various roles played by
consumer,
•Results in consumer satisfaction
11. Nature of Consumer Behaviour
1. Complex Nature: Since every individual has different needs and desires, and marketers have to target
customers as per their needs. Therefore, it becomes a complex task for the marketers to find the pattern
of every individual.
2. Varies for different consumers: Different consumers have different needs and desires. Hence, It is
impossible for marketers to target each and every consumer for their products. Therefore, Marketers try to
identify their target consumers for the products and services.
3. Dynamic Nature: The behaviour and mentality of each consumer evolves with the time. Therefore, the
marketers may find any potential customer for their products and services who once hated them.
4. Influenced by various factors: Consumer behaviour is also influenced by certain factors like friends,
family, culture, lifestyle etc.
EX: People promoting different products among their peers due to the satisfaction they achieved by using it.
5. Important for Marketers: Consumer Behaviour is very important for marketers as they have to develop
their products as per the behaviour of consumers that whether they are willing to purchase it or not.
6. Brand Loyalty: Consumers have a tendency to buy products and services from a certain organization
which they may like due to certain reasons. They develop a brand loyalty towards these organizations and
tends to buy only their products even if their rival is performing better in the market.
13. Significance of Consumer
Behaviour
Shweta Chauhan
1. Implementation of the marketing concept: Consumer behaviour helps to implement the
modern marketing concept. The Modern marketing concept is customer driven which focuses on
solving the problems of customers and satisfying their needs. Consumer behaviour identifies the
the same problems and needs and hence, helps is developing the product as per customer
requirement.
2. Planning product differentiation and Market Segmentation: After identification of consumer
behaviour, the product developed will the only one of its kind, because it has been developed
through proper research and consumer behavior analysis, so the product will automatically be
different from all the products available in the market while satisfying the consumer needs.
Again, to divide the target market into different segments to focus better on different consumers,
proper study of consumer behaviour is necessary.
3. Selection of distribution channels: Consumer Behavior Analysis not only tells what consumers
want to buy but also from where they prefer to buy.
There may be different categories of consumers. First category only shops online, Second category
only want products from prestigious offline stores and the third category may settle for the ordinary
stores. Therefore, consumer behaviour also inform us how much we should focus on a certain
distribution channel.
4. Designing promotional techniques: Promotional techniques include advertisement
messages, media, direct selling, online selling etc. Proper study of consumer behaviour will show
the psychology of consumer towards different promotional formats. It will tell how much a
consumers is influenced from a certain form of advertisement and promotion.
14. Scope of Consumer Behaviour
1) Consumer behaviour and marketing management : Effective business managers realise the importance of marketing to the
success of their firm. A sound understanding of consumer behaviour is essential to the long run success of any marketing
program. In fact, it is seen as a comerstone of the Marketing concept, an important orientation of philosophy of many
marketing managers. The essence of the Marketing concept is captured in three interrelated orientations consumers needs and
wants, company integrated strategy.
2) Consumer behaviour and non profit and social marketing : In today's world even the non-profit organisations like
government agencies, religious sects, universities and charitable institutions have to market their services for ideas to the
"target group of consumers or institution." At other times these groups are required to appeal to the general public for support
of certain causes or ideas. Also they make their contribution towards eradication of the problems of the society. Thus a clear
understanding of the consumer behaviour and decision making process will assist these efforts.
3) Consumer behaviour and government decision making : In recent years the relevance of consumer behaviour principles to
government decision making. Two major areas of activities have been affected:
i) Government services: It is increasingly and that government provision of public services can benefit significantly from an
understanding of the consumers, or users, of these services.
ii) consumer protection: Many Agencies at all levels of government are involved with regulating business practices for the
purpose of protecting consumers welfare.
4) Consumer behaviour and demarketing: It has become increasingly clear that consumers are entering an era of scarcity in
terms of some natural gas and water. These scarcities have led to promotions stressing conservation rather than consumption.
In other circumstances, consumers have been encouraged to decrease or stop their use of particular goods believed to have
harmful effects. Programs designed to reduce drug abuse, gambling, and similar types of conception examples. These actions
have been undertaken by government agencies non profit organisations, and other private groups. The term "demarketing"
refers to all such efforts to encourage consumers to reduce their consumption of a particular product or services.
5) Consumer behaviour and consumer education: Consumer also stands to benefit directly from orderly investigations of their
own behaviour. This can occur on an individual basis or as part of more formal educational programs. For example, when
consumers learn that a large proportion of the billions spend annually on grocery products is used for impulse purchases and
not spend according to pre planned shopping list, consumers may be more willing to plan effort to save money. In general, as
marketers that can influence consumers' purchases, consumers have the opportunity to understand better how they affect their
15. What is consumer research process?
Consumer research plays a very
important aspect, especially when a
company decides to launch a new product
into the market. After conducting various
surveys and focus groups, companies
analyze the consumer data and then make
recommendations based on the results.
Shweta Chauhan
16. The Consumer Research
Process
The six major steps in the consumer
research process are:
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
17. Figure 2.2 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
18. Developing Research
Objectives
Defining purposes and objectives helps
ensure an appropriate research design.
A statement of objectives helps to
define the type and level of information
needed.
20. Collecting Secondary Data
Secondary information is any data originally
generated for some purpose other than the
present research objectives.
Provides clues and direction for the design
of primary research.
22. Table 2.2 Major Sources of Secondary Data
Internal sources include company profit-loss statements,
balance sheets, sales figures, sales-call reports, invoices,
inventory records, and prior research reports.
Internal
Sources
Statistical Abstract of the U.S., updated annually, provides summary
data on demographic, economic, social, and other aspects of the
American economy and society.
Country and City Data Book, updated every three years, presents
statistical information for counties, cities, and other geographical
units on populations, education, employment, aggregate and
median income, housing, bank deposits, retail sales, etc.
U.S. Industrial Outlook provides projections of industrial activity by
industry and includes data on production, sales,
shipments,employment etc
Marketing Information Guide provides a monthly annotated
bibliography of marketing information.
Other government publications include the Annual Survey of
Manufacturers; Business Statistics; Census of Manufacturers;
Census of Population; Census f Retail Trade, Wholesale Trade, and
Selected Service Industries; Census of Transportation; Federal
Reserve Bulletin; Monthly Labor Review; Survey of Current
Business; and Vital Statistics Report.
Governmen
t
Publication
s
23. Table 2.2 continued
Business Periodicals Index, a monthly, lists business articles
appearing in a wide variety of business publications.
Standard and Poor’s Industry Surveys provides updated
statistics and analyses of industries.
Moody’s Manuals provides financial data and names of
executives in major companies.
Encyclopedia of Associations provides information on every
major trade and professional association in the United States.
Marketing journals include the Journal of Marketing, Journal of
Marketing Research, and Journal of Consumer Research.
Useful trade magazines include Advertising Age, Chain Store
Age, Progressive Grocer, Sales and Marketing Management,
and Store.
Useful general business magazines include Business Week,
Fortune, Forbes, and Harvard Business Review.
Periodicals
and Books
24. Table 2.2 continued
A.C. Nielsen Company provides data on products and brands sold
through retail outlets (Retail Index Services), data on television
audiences (Media Research Services), magazine circulation data
(Neodata Services, Inc.), etc.
Market Research Corporation of America provides data on weekly family
purchases of consumer products (National Consumer Panel); data on
home food consumption (National Menu Census); and data on 6,000
retail, drug, and discount retailers in various geographical areas (Metro
Trade Audits).
Selling Areas-Marketing, Inc., provides reports on warehouse
withdrawals to food stores in selected market areas (SAMI reports).
Simmons Market Research Bureau provides annual reports covering
television markets, sporting goods, proprietary drugs, etc., giving
demographic data by sex, income, age, and brand preferences
(selective markets and media reaching them).
Burke Marketing Services, Inc., provides TV campaign testing in
controlled marketing labs, marketing modeling, retail store audits,
physiological measures of advertising stimuli, pre- and post-TV copy
testing, and customer survey research.
Markets Facts, Inc., provides consumer mil panel, market test-store audit
services, shopping mall facilities, WATS telephone interviewing, and ad
hoc survey research.
Other commercial research houses selling data to subscribers include
the Audit Bureau of Circulation, Audits and Surveys, Dun and Bradstreet,
Opinion Research, Roper-Starch, and Arbitron.
Commercia
l Data
Source: Adopted from Philip Kotler, Marketing Management: Analysis, Planning, Implementation, and Control 9th ed. (Upper Saddle River, NJ:
Prentice Hall, 1997).
28. 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.
Widely used by interpretivist researchers.
29. Experimentation
Can be used to test the relative sales
appeal of many types of variables.
Only one variable is manipulated at a
time, keeping other elements constant.
Can be conducted in laboratories or in the
field.
31. Table 2.3 Comparative Advantages of Mail,
Telephone, and Personal Interview Surveys
MAIL TELEPHONE
PERSONAL
INTERVIEW
ON-LINE
Cost Low Moderate High Low
Speed Slow Immediate Slow Fast
Response
rate
Low Moderate High
Self-
selection
Geographi
c flexibility
Excellent Good Difficult Excellent
Interviewe
r bias
N/A Moderate Problematic N/A
Interviewe
r
supervisio
n
N/A Easy Difficult N/A
Quality of
response
Limited Limited Excellent Excellent
35. Questionnaires
Used primarily for quantitative research.
Can be sent in the mail, or administered
by interviewers in person or by telephone.
Can be disguised or undisguised as to its
true purpose.
Questions can be open-ended or closed-
ended.
36. Personal Inventories
Presents a series of statements to which
respondents indicate their degree of
agreement or disagreement.
An inventory presents a list of statements,
while a questionnaire asks a series of
questions.
37. Attitude Scales
The three most frequently used scales
are:
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.
38. Figure 2.3 Example of a Likert Scale
Pleaseplace the numberthat best indicateshow stronglyyouagreeor disagreewitheach of the following
statementsabout shopping on-linein the space to the leftof the statement.
1 = AgreeStrongly
2 = Agree
3 = NeitherAgreeor Disagree
4 = Disagree
5 = DisagreeStrongly
_____a. It is fun to shoponline.
_____b. Productsoftencostmore on-line thantheyare worth.
_____c. It is a good way to find out about newproducts.
_____d. I’mafraidto give out my creditcard numberon-line.
_____e. I can shop wheneverI want--evenat 2 o’clockin the morning.
_____f. SomeWeb sitesreallyencourageyou to browse.
_____g. It’seasyto comparedifferent makes and modelsone-line.
39. Figure 2.5 Rank-Order Scales
A. Pleaserankthefollowinge-mailprovidersintermsof easeof accessby placinga 1 infrontof the
serviceyou thinkisbest,a 2 alongsidethe secondbest, andcontinuinguntilyou haverankedall
sixserviceproviders.
_____AmericaOnline _____AT&TWorldnet
_____Netscape _____Juno
_____MicrosoftExplorer _____Erols
B. Rankthefollowingcomputermanufacturersintermsof hotlinehelpby placinga 1 next to theone
whoprovidesthebesttelephonehelpa 2 nextto thesecondbest,untilyouhaverankedallsix.
_____IBM _____HewlettPackard
_____Dell _____Gateway
_____Compaq _____NEC
41. Depth Interviews
A lengthy non structured interview
between a respondent and a highly
trained interviewer.
Interviewer minimizes his or her own
participation after establishing the general
subject matter.
Can provide marketers with valuable ideas
about product design and provide insights
for positioning or repositioning the
product.
42. Focus Group
A qualitative research
method in which about
eight to ten persons
participate in an
unstructured group
interview about a product
or service concept.
43. Focus Groups
Consists of 8 to 10 respondents who meet
with a moderator-analyst for a focused group
discussion.
Respondents encouraged to discuss their
interests, attitudes, reactions, motives,
lifestyles, feelings about the product or
product category, usage experience, etc.
Respondents recruited on the basis of
consumer profiles, based on specifications
defined by marketing management.
44. Figure 2.6 Selected Portions of a
Discussion Guide
1. Why did you decide to use your current cellular company?
(Probe)
2. How long have you used you current cellular company?
(Probe)
3. Have you ever switched services? When? What caused
the change? (Probe)
4. What do you think of the overall quality of your current
service? (Probe)
5. What are the important criteria in electing a cellular
service? (Probe)
Examples of Probe questions:
a. Tell me more about that...
b. Share your thinking on this…
c. Does anyone see it differently...
45. Projective
Techniques
Research procedures
designed to identify
consumers’ subconscious
feelings and motivations.
These tests often require
consumers to interpret
ambiguous stimuli such as
incomplete sentences,
cartoons, or inkblots.
46. Projective Techniques
Consist of a variety of disguised “tests”
that contain ambiguous stimuli.
Sometimes administered as part of a
focus group, but usually used with depth
interviews.
The theory is that respondents’ inner
feelings influence how they perceive
stimuli.
47. 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.
Consumer values also play an important role
in understanding consumer behavior.
49. Table 2.4 Probability and Nonprobability
Sampling Designs
PROBABILITY SAMPLES
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.
50. Table 2.4 continued
NONPROBABILITY SAMPLES
Convenience
sample
The researcher selects the most accessible
population members from whom to obtain
information (e.g., students in a classroom)
Judgment sample The researcher uses his or her judgment to
select population members who are good
sources for accurate information (e.g., experts
in the relevant field of study).
Quota sample The researcher interviews a prescribed
number of people in each of several
categories (e.g., 50 men and 5 women).
51. Analysis
Qualitative Research: Moderator
or test administrator usually
analyzes responses.
Quantitative Research:
Researcher supervises the
analysis.
Open-ended responses are coded
and quantified
Responses are tabulated and
analyzed
52. Conducting A Research
Study
Researchers often adapt the research
process to the special needs of the study.
Together with the marketing manager, the
researcher specifies the parameters of the
population to be studied.
A qualitative study might be undertaken first
to gather information about the target
population's attitudes and concerns about
certain items.
Then a quantitative study may be conducted
to confirm and attach “hard” numbers to the
findings.