Consumer Research : Consumer Research History : History Most studies on consumer behaviour are based on a set of beliefs and assumption called positivism or modernism. Reseachers who support the assumtiions of modernism are referred to the positivists .
Positivists research methed consist of experiment , survey techniques & observation. Consumer Research Process : Consumer Research Process The reality is there are no single solution & analysts are applying a vareity of effective techniqes to “GET IN TO CUSTOMER MIND”.
Specity Research Objective
Collect and Evaluate Secendory data
Design primary researtch
Quatitative or Motivational research design Quantitative or Motivational research design : Quantitative or Motivational research design Quatitative or Motivational research design include the methed of data callection,the data callection instruments and the sample design Quantitative Research : Quantitative Research Descriptive in nature.
Enables marketers to “predict” consumer behavior.
Research methods include experiments, survey techniques, and observation.
Findings are descriptive, empirical and generalizable. Slide 6: Positivism A consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science. Qualitative Research : Qualitative Research 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. Slide 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. Slide 9: Comparisons between Positivism and Interpretivism PURPOSE METHODOLOGY Positivism
Prediction of consumer actions Interpretivism
Understanding consumption practices Positivism
Quantitative contin… : contin… The Consumer Research Process : The Consumer Research Process 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 Slide 12: The Consumer Research Process Develop Objectives Collect Secondary Data Design Qualitative Research
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
Data collection instrument Developing Research Objectives : 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. Data Collection methods : Data Collection methods There are three basic approaches to collecting data in Quantitative study
Survey Survey : Survey Personal interview survey
…. Secondary Versus Primary Data : Secondary Versus Primary Data 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 Observational Research : 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.