This document discusses quantitative and qualitative consumer research methods. Quantitative research uses methods like surveys and experiments to collect empirical data from large samples, enabling marketers to predict behavior. Qualitative research uses small samples and methods like interviews and focus groups to gather subjective data and insights. Both approaches have their tradeoffs in terms of sample size, generalizability, and objectivity versus depth. The document also outlines various data collection techniques, research design considerations, and steps in the consumer research process.
Chapter 1 Consumer Behavior: Its Origins & Strategic ApplicationsNishant Agrawal
Overview of Consumer Behavior
The Marketing Concept
The Marketing Mix and Relationships
Consumer Behavior: Its Origins & Strategic Applications
Overview of Consumer Behavior
Consumer learning is vital in creating Brand loyalty and Brand equity. In this presentation you will come to know about how people learn and what you should do as a company to make consumers learn about your product.
Chapter 1 Consumer Behavior: Its Origins & Strategic ApplicationsNishant Agrawal
Overview of Consumer Behavior
The Marketing Concept
The Marketing Mix and Relationships
Consumer Behavior: Its Origins & Strategic Applications
Overview of Consumer Behavior
Consumer learning is vital in creating Brand loyalty and Brand equity. In this presentation you will come to know about how people learn and what you should do as a company to make consumers learn about your product.
Consumer's Choice: Brand Choice and Store Choice factors, Post purchase dissonance, Product use and non-use, Product disposition, Satisfaction and Dissatisfaction, Consumer Complaint Behavior, Satisfaction and Brand Loyalty, Strategic implications of post purchase behavior
Consumer Research
Introduction to Quantitative and Qualitative Research
Overview of the Consumer Decision Process
Quantitative Research
Qualitative Research
Developing Research Objectives
Types of Secondary Data
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
Consumer's Choice: Brand Choice and Store Choice factors, Post purchase dissonance, Product use and non-use, Product disposition, Satisfaction and Dissatisfaction, Consumer Complaint Behavior, Satisfaction and Brand Loyalty, Strategic implications of post purchase behavior
Consumer Research
Introduction to Quantitative and Qualitative Research
Overview of the Consumer Decision Process
Quantitative Research
Qualitative Research
Developing Research Objectives
Types of Secondary Data
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
Stimulus-response Model Of Buyer Behavior
The Five Values Influencing Consumer Choice Behavior
Solomon Model Of Comparison Process
Nicosia Model
Howard-sheth Model
Engel-kollat-blackwell Model
Research methodology - Collection of DataThe Stockker
Concept of Sample, sampling, Characteristics of a good sample, Probability Sampling, Non Probability Sampling, Types of Data, Primary Data, Observations, Interview, The questionnaire method, Open v/s Closed questions, Precaution in Construction of Questionnaire, Collection of Secondary Data,
Marketing research that is the foundation of a successful marketing plan/campaign.
Why marketing research is important
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A guide to understand and application of Research Methodology for a research paper writing. This presentation has been prepared for a live webinar organised on 8th May, 2021.
Contents of This Session
Survey Methods
Survey Methods Classified by Mode of Administration
A Comparative Evaluation of Survey Methods
Some Other Survey Methods
Selection of Survey Methods
Observation Methods
Observation Methods Classified by Mode of Administration
A Comparative Evaluation of Observation Methods
A Comparison of Survey and Observation Methods
Ethnographic Research
Other Methods
Ethics in Marketing Research
The process of market research can be done through deploying surveys, interacting with a group of people, also known as a sample, conducting interviews, and .
Qualitative vs quantitative user research.pdfWebMaxy
It's a debate as old as time: Qualitative vs Quantitative user research. Which is better for understanding your users?
Do you know the differences between qualitative and quantitative user research?
Here's what you need to know: #QualitativeResearch helps you understand the 'why' behind user behavior, while #QuantitativeResearch helps you measure user behavior.
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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 . . .
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.
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