Beruflich Dokumente
Kultur Dokumente
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.
26/02/12
Positivism
A consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science. Its main focus is on consumer decision making.
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. Findings not usually generalizable 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.
26/02/12
Interpretivism
Concerned with act of consumption rather than in the act of buying. Uses qualitative research. Use depth interviews. Often used to help make business decisions.
Depth Interviews
A lengthy and relatively unstructured interview designed to uncover a consumers underlying attitudes and/or motivations.
26/02/12
26/02/12
Exploratory Study
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.
Secondary Data
Data that has been collected for reasons other than the specific research project at hand.
26/02/12
Primary Research
Original research undertaken by individual researchers or organizations to meet specific objectives. Collected information is called Primary Data.
Government on demographic, economic, social, and other aspects of the American Publications economy and society.
26/02/12
26/02/12
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.
26/02/12
Experimentation
Can be used to test the relative sales appeal of many types of variables. Only one variable is manipulated at a time, keeping other elements constant. Can be conducted in laboratories or in the field.
Table 2.3 Comparative Advantages of Mail, Telephone, and Personal Interview Surveys
MAIL Cost Speed Response rate Geographic flexibility Interviewer bias Interviewer supervision Quality of response Low Slow Low Excellent N/A N/A Limited TELEPHONE Moderate Immediate Moderate Good Moderate Easy Limited PERSONAL INTERVIEW High Slow High Difficult Problematic Difficult Excellent ON-LINE Low Fast Selfselection Excellent N/A N/A Excellent
26/02/12
Questionnaires
Personal Inventories
Attitude Scales
Discussion Guides
Validity
The degree to which a measurement instrument accurately reflects what it is designed to measure.
Reliability
10
26/02/12
Questionnaires
Used primarily for quantitative research. Can be sent in the mail, or administered by interviewers in person or by telephone. Can be disguised or undisguised as to its true purpose. Questions can be open-ended or closed-ended.
Personal Inventories
Presents a series of statements to which respondents indicate their degree of agreement or disagreement. An inventory presents a list of statements, while a questionnaire asks a series of questions.
Attitude Scales
The three most frequently used scales are:
Likert scales: easy for researchers to prepare and interpret, and simple for consumers to answer. Semantic differential scales: relatively easy to construct and administer. Rank-order scales: subjects rank items in order of preference in terms of some criteria.
11
26/02/12
5 4 3 2
Excellent
Number of Titles
B. Rank the following computer manufacturers in terms of hotline help by placing a 1 next to the one who provides the best telephone help a 2 next to the second best, until you have ranked all six. _____ IBM _____ Dell _____ Compaq _____Hewlett Packard _____ Gateway _____ NEC
Ease of Access
Cost
12
26/02/12
Projective Techniques
Metaphor Analysis
Depth Interviews
A lengthy non structured interview between a respondent and a highly trained interviewer. Interviewer minimizes his or her own participation after establishing the general subject matter. Can provide marketers with valuable ideas about product design and provide insights for positioning or repositioning the product.
Focus Group
A qualitative research method in which about eight to ten persons participate in an unstructured group interview about a product or service concept.
13
26/02/12
Focus Groups
Consists of 8 to 10 respondents who meet with a moderator-analyst for a focused group discussion. Respondents encouraged to discuss their interests, attitudes, reactions, motives, lifestyles, feelings about the product or product category, usage experience, etc. Respondents recruited on the basis of consumer profiles, based on specifications defined by marketing management.
Projective Techniques
Research procedures designed to identify consumers subconscious feelings and motivations. These tests often require consumers to interpret ambiguous stimuli such as incomplete sentences, cartoons, or inkblots.
14
26/02/12
Projective Techniques
Consist of a variety of disguised tests that contain ambiguous stimuli. Sometimes administered as part of a focus group, but usually used with depth interviews. The theory is that respondents inner feelings influence how they perceive stimuli.
Metaphor Analysis
Based on belief that metaphors are the most basic method of thought and communication. Zaltman Metaphor Elicitation Technique (ZMET) combines collage research and metaphor analysis to bring to the surface the mental models and the major themes or constructs that drive consumer thinking and behavior. Consumer values also play an important role in understanding consumer behavior.
15
26/02/12
Quota sample
Analysis
Qualitative Research: Moderator or test administrator usually analyzes responses. Quantitative Research: Researcher supervises the analysis.
Open-ended responses are coded and quantified Responses are tabulated and analyzed
16
26/02/12
17