Beruflich Dokumente
Kultur Dokumente
Consumer Research
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Chapter Outline
Introduction to Quantitative and
Qualitative Research
Overview of the Consumer Decision
Process
Quantitative Research
Qualitative Research
2-2
Quantitative Research
Descriptive in nature.
Enables marketers to predict
consumer behavior (positivism).
Research methods include
experiments, survey techniques, and
observation.
Findings are descriptive, empirical, and
can be generalized to larger
populations.
Copyright 2007 by Prentice Hall
2-3
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.
2-4
Table 2-1
Qualitative Research
Study
Purpose
Types of
Questions
Data
Collection
Methods
Quantitative
Research
Provide insights
Describe target
about ideas
market
Exploratory research Results for
before quantitative
strategic
study
marketing
decisions
Open-ended
Close-ended
Unstructured
Attitude scales
Projective techniques Observation
Depth interviews
Experimentation
Focus groups
Questionnaires
2-6
Quantitative
Research
Sampling
Methods
Small
Nonprobability
samples
Data
Analysis
Analyzed by
Coded, tabulated,
researchers who
and entered into
collected data
database
Look for key words Use of statistical
methods
Subjective
Large
Probability
samples
2-7
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Copyright 2007 by Prentice Hall
2-9
Secondary Data
Data that has been collected for
reasons other than the specific
research project at hand
Includes internal and external data
2 - 11
External Data
Data collected by an
outside organization
Includes federal
government,
periodicals,
newspapers, books,
search engines
Commercial data is also
available from market
research firms
2 - 12
2 - 15
2 - 16
Observational
research is
often used to
design
products to
meet needs.
2 - 17
2 - 18
2 - 19
2 - 20
2 - 21
Surveys
Data Collection Methods
Personal Interview
Mail
Telephone
Online
2 - 23
Cost
Speed
Response
rate
Geographic
flexibility
Interviewer
bias
Interviewer
supervision
Quality of
response
TELEPHONE
Low
Slow
Moderate
Immediate
PERSONAL
INTERVIEW
High
Slow
Low
Moderate
High
Excellent
Good
Difficult
Excellent
N/A
Moderate
Problematic
N/A
N/A
Easy
Difficult
N/A
Limited
Limited
Excellent
Excellent
ONLINE
Low
Fast
Selfselection
2 - 25
2 - 26
Attitude Scales
Likert scales: easy for researchers to prepare
and interpret, and simple for consumers to
answer
Semantic differential scales: relatively easy
to construct and administer
Behavior intention scales: also easy to
construct and administer
Rank-order scales: subjects rank items in
order of preference in terms of some criteria
2 - 27
2 - 28
2 - 29
Figure 2.4
Focus Group Discussion Guide
1. Why did you decide to use your current cellular company?
2. How long have you used your current cellular company?
3. Have you ever switched services? When? What caused the
change?
4. What do you think of the overall quality of your current
service?
5. What are the important criteria in selecting a cellular service?
Examples of Probe questions:
a. Tell me more about that . . .
b. Share your thinking on this . . .
c. Does anyone see it differently . . .
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2 - 33
Customer Satisfaction
Measurement
Customer Satisfaction Surveys
Gap Analysis of Expectations versus
Experience
Mystery Shoppers
Customer Complaint Analysis
Analysis of Customer Defections
2 - 34
2 - 35
2 - 36
Systematic random
sample
Stratified random
sample
Cluster (area)
sample
2 - 37
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