Consumer research

Consumer research --chapter-2

1. Consumer research
Copyright 2007 by Prentice
Hall

2. Consumer research
The field of consumer research developed as
an extension of the field of marketing
research to enable marketers to predict
how consumer would react in the
marketplace and to understand the reason
they made the purchase decision they did.
Copyright 2007 by Prentice
Hall

3. Consumer research
Consumer research is undertaken from a managerial perspective
to improve a strategic marketing decision is known as
positivism.
Consumer research is the systematic and objective , design,
collection , analysis reporting of the data relevant to the
consumer behavior to the marketing decision makers.
Consumers researchers today use two types of research
methodology to study consumer behavior.
A.Quantitative research
B.Qualitative research

4. Quantitative Research
Quantitative research is Descriptive in nature and is
used by the researchers to understand to effects of
various promotional inputs on the consumer, thus
enable the marketers to predict consumer behavior.
In quantitative research, research methods includes
experiments, survey techniques, and observation.
Findings are descriptive, empirical, and can be
generalized to larger populations. Here the number
of sample is large.

5. Quantitative Research
•Descriptive in nature.
•Enables marketers to “predict” consumer
behavior.
•Research methods include experiments,
survey techniques, and observation.
•Findings are descriptive, empirical, and can be
generalized to larger populations.
Copyright 2007 by Prentice
Hall

6. Copyright 2007 by Prentice
Hall
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.

7. 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
•Can be conducted in laboratories or in the
field

8. Qualitative Research
Qualitative research is concerned with
probing deep within the consumer's
psyche to understand the motivations ,
feelings and emotions that drive
consumer behavior.

9. Qualitative Research
•Qualitative research methods includes depth interviews,
focus groups and projective techniques. Highly trend
interviewer analyst who also analyze the findings administer
these techniques; the findings tend to be somewhat
subjective. Here the sample size is small.
•So, the findings can not be generalized to the larger
population. The main objectives of qualitative research is to
gain insight, qualitative understanding of the reasons and
motivations.

10. Qualitative Data Collection Method
Depth Interview
•Usually 30 minutes to 1 hour
•Non structured
•Interpreted by trained researcher
•Listen to words as well as “body language”

11. Copyright 2007 by Prentice
Hall
Qualitative Collection Method Focus Group
•8-10 participants
•Lasts about 2 hours
•Always taped or videotaped to assist analysis
•Often held in front of two-way mirrors

12. Qualitative Collection Method Projective
Techniques
•Research procedures designed to identify
consumers’ subconscious feelings and
motivations
•Consist of a variety of disguised “tests”

13. Qualitative Research
Quantitative
Research
Study
Purpose
•Provide insights
about ideas
•Exploratory research
before quantitative
study
•Describe target
market
•Results for
strategic
marketing
decisions
Types of
Questions
•Open-ended
•Unstructured
•Close-ended
•Attitude scales
Data
Collection
Methods
•Projective techniques
•Depth interviews
•Focus groups
•Observation
•Experimentation
•Questionnaires
Table 2-1

14. Qualitative Research
Quantitative
Research
Sampling
Methods
•Small
•Non probability
samples
•Large
•Probability
samples
Data
Analysis
•Analyzed by
researchers who
collected data
•Look for “key words”
•Subjective
•Coded, tabulated,
and entered into
database
•Use of statistical
methods
Table 2-1 (continued)

15. The consumer research process
The major steps in the consumer research process
include the following…..
i.Defining the objectives of the research
ii.Collecting and evaluating secondary data
iii.Designing a primary research study
iv.Collecting primary data
v.Analyzing the primary data
vi.Preparing a report on the findings

16. 1.Developing research objectives
•The first and most difficult step in the consumer research
process is to carefully define the objectives of the study.
•It is important for the marketing managers to agree at the
outset of the purposes and objectives of the study to ensure
that the research design is appropriate.
• A carefully thought–out statement of objectives helps to
define the type and level of information needed.

17. 2.Collecting secondary data
•Secondary data are the information that has been collected
for reasons other than the specific research project at hand. It
Includes internal and external data.
•Internal secondary data consists of such information as data
generated in house for earlier studies as well as analysis of
consumer files such as past consumer transactions, letters
from customers, sales call reports.
•External secondary data consists of any data collected by an
outside organization. The major sources of external
secondary are the federal government, journal and magazine
and internet.

18. 3.Designing a primary research study
•The design of the research study is based on the purpose of
the study. If descriptive information is needed , then a
quantitative study is likely to be undertaken; if purpose is to
get new ideas then a qualitative study is undertaken.
Quantitative research design :
Three basic designs are used in quantitative research:
i.Observation
ii.Experimentation
iii.survey

19. 3.Designing a primary research study(cont.)
Qualitative research design and data collection
methods consists of…..
i.Depth interview
ii.Focus group
iii.Projective technique

20. 4. Collecting primary data
Here the researchers collect the primary data
that is the data that are collected for the
specific purpose at hand. Therefore the
researchers use the qualitative and
quantitative research design to collect the
primary data.
Copyright 2007 by Prentice
Hall

21. 5. Analyzing the primary data
In qualitative research the moderator or test administrator
usually analyzes the responses received. In qualitative
research , the researchers supervises the analysis.
•Open ended questions are first coded and quantified than all
of the responses are tabulated and analyzed using
sophisticated analytical programs that correlate the data by
selected variables and cluster the data by selected
demographic characteristics.

22. 6. Preparing a report on the findings
•In both qualitative and quantitative research report includes a
brief executives summary of the findings.
•Depending on the assignment from marketing management
the research report may or may not include for
commendation marketing action.
•The body of the report includes a full descriptions of the
methodology used and for quantitative research also includes
and graphics to support the findings