logging in or signing up Consumer Research aSGuest42691 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: Embed: Flash iPad Dynamic Copy Does not support media & animations Automatically changes to Flash or non-Flash embed WordPress Embed Customize Embed URL: Copy Thumbnail: Copy The presentation is successfully added In Your Favorites. Views: 6524 Category: Entertainment License: All Rights Reserved Like it (2) Dislike it (0) Added: April 14, 2010 This Presentation is Public Favorites: 1 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript 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 Interpretivism 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 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 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 Observation Experiment Survey Survey : Survey Personal interview survey Mail survey Telephone 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. You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.