Consumer Research

Historyy
Most studies on consumer behaviour are
based on a set of beliefs and assumption called
ppositivism or modernism. Reseachers who
support the assumtiions of modernism are
positivists .
referred to the p
Positivists research methed consist of
experiment , survey techniques & observation.
observation

Consumer Research Process

The realityy is there are no single
g solution &
analysts are applying a vareity of effective
q to GET IN TO CUSTOMER
techniqes
MIND.
Specity Research Objective
Collect and Evaluate Secendory data
Design
D i primary
i
researtch
h
Quatitative or Motivational research design

Quantitative or Motivational
research design

Q
Quatitative or Motivational research design
g
include the methed of data callection,the data
callection instruments and the sample
p design
g

Q
Quantitative Research
Descriptive in nature.
Enables marketers to predict
predict consumer
behavior.
Research methods
meth ds include
incl de experiments,
e eriments
survey techniques, and observation.
Findings are descriptive, empirical and
generalizable.

Positivism

A consumer behavior research approach

that regards the consumer behavior
discipline as an applied marketing science.
science

Q
Qualitative Research
Consists of depth interviews, focus groups,
metaphor analysis, collage research, and
projective techniques.
Administered by highly trained intervieweranalysts.
Findings tend to be subjective.
Small sample sizes.

Interpretivism

A postmodernist approach to the study

of consumer behavior that focuses on
the act of consuming rather than on the
act of buying.
buying

Comparisons between Positivism and

Interpretivism
PURPOSE
Positivism
Prediction of consumer actions

Interpretivism
Understanding consumption practices

METHODOLOGY
Positivism
Quantitative

Interpretivism
Quantitative

contin
contin
ASSUMPTIONS
Positivism
Rationality; consumers make decisions
after weighing alternatives
The causes and effects of behavior can
be identified
Individuals are problem solvers
A single reality exists
Events can be objectively measured

Interpretivism
No single, objective truth
Reality is subjective
Cause and effect cannot be isolated
Each consumption experience is
unique
Researcher/respondent interactions
affect research findings

The Consumer Research Process

Six steps
defining
g the objectives
j
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

The Consumer Research Process

Develop Objectives

Design Qualitative
Research
Method
Screener questionnaire
Discussion guide
Conduct Research
(Using highly
trained
interviewers))
Analyze Data
(Subjective)
Prepare Report

Collect Secondary
Data

Exploratory
p
y
Study

Design Quantitative
Research
Method
Sample design
Data collection
instrument
Collect Primary
Data
(Usually by field
staff))
Analyze Data
(Objective)
Prepare report

p g Research Objectives
j
Developing
Defining

purposes and objectives helps

ensure an appropriate research design.
design
A statement of objectives helps to define
th type
the
t
and
d level
l l off iinformation
f
ti needed.
d d

Data Collection methods

There are three basic approaches
pp
to collectingg
data in Quantitative study
Observation
Experiment
Survey
S

Surveyy
Personal interview surveyy
Mail survey
Telephone survey

y Versus Primary
y Data
Secondary

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
Helps marketers gain an in-depth
in depth understanding
of the relationship between people and products
by watching them buying and using products.
products
Helps researchers gain a better understanding of
what the product symbolizes.
symbolizes
Widely used by interpretivist researchers.