Beruflich Dokumente
Kultur Dokumente
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Consumer research Process
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Secondary Data
Internal
Internal data
data
External
External data
data
Various
Various internal
internal
reports
reports prepared
prepared by
by Government Miscellaneous
Miscellaneous
Government Commercial
the
the firm
firm sources
sources Commercial sources
sources Industry
Industry sources
sources sources
sources
Department
Department of
of
census Trade
Trade publication
publication
census
Commercial
Commercial Professional
agencies Professional and
and
Central
Central agencies trade
trade association
association Reports
Reports from
from
advertising
advertising and
and institutes
government
government marketing
publication
publication institutes academic
academic
records
records marketing research
research areas,
areas, etc
etc
agencies
agencies
Individual
Individual firm’s
firm’s
publication
publication
State
State Government
Government
records
records
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Process of consumer research
Quantitative research
Specify sample design data
Define the Problem
collection instrument
not
Conduct research using highly
trained interviewers
Satisfactory Collect primary data
conduct
research
Analyze, interpret data Analyze data (Objectively)
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QUANTITATIVE RESEARCH
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Quantitative Research
In quantitative research , the researchers aim is
to determine the relationship between one thing
(an independent variable) and another (a
dependent or out come variable)in a population
Types of study
Descriptive
experimental
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Descrptive
In a descriptive
study , no attempt
is made to change
behavior or
condition measure
things as they are
,this is also called
observational
study
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In this researcher take
measurements ,try
Experimental research some sort of
intervention, then take
measurements again
to see what happened.
it includes
experimental group
and control group
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ATTITUDE SCALING
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LIKERT Scale
This scale consists of a series of statements where
the respondent provides answers in the form of
agreement or disagreement.
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Semantic Differential Scale
It is used to describe a set of beliefs that underline a person’s attitude towards
an object.
Fast -- -- -- -- -- --Slow
Large -- -- -- -- -- -- -- Small
Plain -- -- -- -- -- -- -- Stylish
In-Expensive -- -- -- -- -- -- -- Expensive
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Behavior Intention Scales
It measures the likelihood that consumers will act
in a certain way in the future ,such as buying the
product again or recommending it to a friend
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Behavior Intention Scales
How likely are you to continue BSNL Prepaid for next six months?
_____________
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Rank Order Scales
They are comparative scales where respondents were asked to rate an
item in comparison with another item or a group of items on a
common criterion.
Example:
Rank order scale for analysing Motor Cycles
Rank the brands with 1 being the brand that best meets the characteristics ,
3 being the worst of the characteristics
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Satisfaction scales
Eg. A hotel customer is asked to indicate the level of satisfaction for the service
provided
1. Highly Satisfied
2. Considerably Satisfied
3. Reasonably Satisfied
4. Unsatisfied
5. Highly Unsatisfied
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jerilgrg@gmail.com