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Consumer Research
Consumer Research
What Is Consumer Research?
Secondary data
Information or statistics not gathered for the
immediate study at hand.
Primary data
Information or statistics originated by the
researcher for the purpose of the
investigation at hand.
Methods of Gathering Primary Data
Observation of consumers
Via human observers vs. mechanical methods
Disguised vs. undisguised observation
Natural vs. contrived observation
Consumer Surveys: Personal; intercept; telephone;
mail; on-line
Focus groups
Experiments: Lab; field
Test markets
Consumer panels: True vs. omnibus panels
Current Issues in Consumer Research
Protecting participants
Avoiding deception
Informing participants
Honoring promises
of confidentiality
Ethical Issues: Protecting Participants
Projective Techniques
Subjects project themselves in a scene to interpret it
hence reveal their own feelings.
Association Tests
The immediacy of subjects’ responses to stimulus
words or phrases works to curtail their self-
censorship.
Other Techniques
Subjects’ picture choices reveal their stereotypical
perceptions.
Forms of Projective Techniques
Picture-sorting Technique
Subjects’ stereotyping is revealed as they sort out
a stack of specially designed pictures
Shopping List Technique
Subjects surmise the type of person who buys
items appearing on a shopping list
Zaltman Metaphor Elicitation Technique (ZMET)
Subjects provide pictures that express their
feelings about a topic or situation