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LEARNING OBJECTIVES
Compare the differences between customer research and marketing research. Describe the differences between quantitative research and qualitative research. Understand the use of positivist and interpretivist research.
Describe the steps in the consumer research process. Explain the difference between primary and secondary research. Discuss the differences between qualitative and quantitative research designs and why you would choose one over the other. Discuss the differences between qualitative and quantitative data collection instruments or methods.
Identify the various probability and nonprobability sampling methods. Segmentation- definition, types Viability of segments
Segmentation
Market Segmentation is the process of dividing a market into distinct subsets of consumers with common needs or characteristics and selecting one or more segments to target with a distinct marketing mix.
WHY SEGMENTATION?
Rather than trying to compete with an entire market, company must identify parts of market that can serve better than competition Segmentation helps sellers develop the right product and adjust prices, set distribution channels and advertising & promotions strategies effectively
Segmentation research - to determine most appropriate media to place ads through surveys and analysis of data - i.e AC Nielsen, Acorn, Roy Morgan research
Nokia
Types of Segmentation
Geographic Segmentation Demographic Segmentation Psychological Segmentation Psychographic Segmentation Socio-cultural Segmentation Use-Related Segmentation Usage-Situation Segmentation Benefit Segmentation
Hybrid Segmentation
Hybrid segmentation - Combination of two or more exciting segmentation variables, commonly done by marketers
Hybrid Segmentation
Marketers commonly segment markets by combining several segmentations variables rather than relying on a single segmentation base. Types of Hybrid segmentation covered
Psychographic-Demographic Segmentation
Widely used in advertising campaigns to answer three questions
Whom should we target What should we say and When should we say it. E.g.. Newsweek audience profile-Newsweek Asia .doc
offering media buyers such carefully defined dual profiles of their audiences, mass media publishers and broadcasters make it possible for advertisers to select media whose audiences most closely resemble their target markets.
Geo-Demographic Segmentation
This type of hybrid segmentation scheme based on the notion that people who live close to one another are likely to have similar financial means, tastes, preferences, lifestyles,a and consumption habits.
Clusters are created based on consumer lifestyles, and a specific cluster includes pin codes that are composed of people with similar lifestyles widely scattered throughout the country. This cluster data is useful for direct mail campaigns, selecting retail sites, appropriate merchandise mixes, to locate banks and restaurants, designing marketing strategies. Claritas-pioneers of clustering
Clustering is most useful when an advertisers or marketers best prospects can be isolated in terms of where they live
VALS
Draws on Maslows Need Hierarchy and concept of social character Three major self-orientations Principle oriented consumers whose choices are driven by their beliefs rather than their desires Status oriented- consumers whose choices are guided by the actions, approvals and opinion of others
Action oriented-consumers who are driven by a desire for social or physical activity, variety and risk taking
Each of these selforientations represent distinct attitudes,and lifestyles, decision making style. Resources include the range of psychological, physical, demographic and material means the consumer has to draw upon.
Consumer Research
The field of consumer research was developed as an extension of the field of marketing research. Studying consumer behavior enables marketers to predict how consumers will react to promotional messages and to understand why they make the purchase decisions they do.
Soon they realized that consumers were not always consciously aware of why they made the decisions they did. In 1939, a Viennese psychoanalyst named Ernest Dichter began to use Freudian psychoanalytic techniques to uncover the hidden motivations of consumers.
As a result of Dichters work and subsequent research designed to search deep within the consumers psyche, consumer researchers today use two different types of research methodology to study consumer behavior quantitative research and qualitative research.
Quantitative Research
Quantitative research is descriptive in nature, and is used by researchers to understand the effects of various promotional inputs on the consumer, thus enabling marketers to predict consumer behavior. approach is known as positivism, and consumer researchers primarily concerned with predicting consumer behavior are known as positivists.
The research methods used in positivist research are borrowed primarily from the natural sciences and consist of experiments, survey techniques, and observation. The findings are descriptive, empirical, and if collected randomly can be generalized to larger populations.
Qualitative Research Qualitative research methods consist of depth interviews, focus groups, metaphor analysis, collage research, and projective techniques. Because sample sizes are necessarily small, findings cannot be generalized to larger populations.
Interest in understanding consumer experiences has led to the term interpretivism; the researchers who adopt this paradigm are known as interpretivists.
Combining Qualitative and Quantitative Research Findings Some marketers use a combination of quantitative and qualitative research. They use qualitative research findings to discover new ideas and to develop promotional strategy, and quantitative research findings to predict consumer reactions to various promotional inputs
Neutrogena is a manufacturer of personal care products for young adults. The company would like to extend its facial cleansers product line. Design a (a) qualitative and (b) quantitative research design for the company focused on this objective.
Quantitative Research Data Collection Instruments Data collection instruments are developed as part of a studys total research design to systematize the collection of data and to ensure that all respondents are asked the same questions in the same order.
Data collection instruments include questionnaires, personal inventories, attitude scales, and, for qualitative data, discussion guides.
Although the research methods used may differ in composition, they all have roots in psychoanalytic and clinical aspects of psychology, and they stress open-ended and free-response types of questions to stimulate responses to reveal their innermost thoughts and beliefs.
The choice of data collection techniques for qualitative studies include depth interviews, focus groups, projective techniques, and metaphor analysis.
In a nonprobability sample, specific elements from the population under study have been pre-determined in a nonrandom fashion on the basis of the researchers judgment or decision to select a given number of respondents from a particular group.
Consumer researchers must ensure that studies are objective and free of bias.
Some studies are commissioned by organizations seeking to justify a particular position.
Researchers seeking to support a predetermined conclusion often do so by using biased samples, biased questions, manipulating statistical analysis or ignoring relevant information. Mistreating respondents is another ethical problem.