Schiffman CB10 Chap 02

CHAPTER
TWO
The Consumer
Research Process
Learning Objectives
1. To Understand the Importance of Consumer

Research for Firms and Their Brands, as Well as
Consumers.
2. To Understand the Steps in the Consumer
Research Process.
3. To Understand the Importance of Establishing
Specific Research Objectives as the First Step in
the Design of a Consumer Research Project.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide 2
Learning Objectives (continued)
1. To Understand the Purposes and Types of Secondary
Consumer Research That Is Available for Making
Decisions or Planning Future Consumer Research.
2. To Understand Specific Features and Applications of
Different Research Methods to Be Carried Out in
Consumer Research Studies.
3. To Understand Where Data Analysis and Reporting of
Findings Fit in the Research Process.
4. To Understand How Each Element of the Consumer
Research Process Adds to the Overall Outcome of the
Research Study.
Why Do Marketers Regularly Test Print Ads
Like This One Before They Are Placed in the
Media?
To Test the Impact of the Message Before
Spending Large Amounts of Money
The Importance of the Consumer
Research Process
• Marketers must understand customers
to design effective:
– marketing strategies
– products
– promotional messages
The Consumer Research Process
Figure 2.2
The Consumer Research Process
• Secondary research
• Primary research
– Qualitative
– Quantitative
Developing Research Objectives
• Defining purposes and objectives helps ensure

an appropriate research design.
• A written statement of objectives helps to
define the type and level of information
needed.
Discussion Questions
• Assume you are planning to open a new pizza

restaurant near your campus.
– What might be three objectives of a research plan
for your new business?
– How could you gather these data?
Secondary Data
• Data that has been

collected for reasons
other than the specific
research project at hand
• Includes internal and
external data
Types of Secondary Data
Internal Data External Data

• Data generated in-house • Data collected by an outside
• May include analysis of organization
customer files • Includes federal
• Useful for calculating government, periodicals,
customer lifetime value newspapers, books, search
engines
• Commercial data is also
available from market
research firms
Personal Privacy
• Many people do not like the fact that their
personal data are used for marketing.
• How can marketers justify their need for data?
• How can they acquire data and maintain

customer privacy?
Designing Primary Research
Qualitative Collection Method
Depth Interview
• Also called one-on-one interview
• Usually 20 minutes to 1 hour
• Nonstructured
• Interviewer will often probe to get more
feedback (see following slide for probing)
• Session is usually recorded
Probing Options for Interviews
Figure 2.3
Focus Group
• 8-10 participants
• Respondents are recruited through a screener
questionnaire
• Lasts about 2 hours
• Always taped or videotaped to assist analysis
• Often held in front of two-way mirrors
• Online focus groups are growing
Discussion Guides for Research
• Step-by-step outline
for depth interviews
and focus groups
• Interviewers will
often “improvise”
and go beyond the
discussion guide
Focus Group Discussion Guide - Figure 2.4
Projective Techniques
• Research procedures designed to identify
consumers’ subconscious feelings and
underlying motivations
• Consist of a variety of disguised “tests”
Common Projective Exercises
Table 2.1 (excerpt)
Description
Word The researcher has a list of words, some of them to be studied and some
Associations just as “filler.” The researcher asks the respondent(s) to react, one-at-a
time, to each word by stating or (in a focus group setting) writing on a
pad the first word that comes to mind, and to explain the link.
Sentence The researcher has a series of incomplete sentences that the
Completion respondent(s) needs to complete with a word or phrase.
Photo/Visual The researcher creates/selects a series of photos of consumers, different

for brands or products, range of print ads, etc., to serve as stimuli. The
Storytelling respondents are asked to discuss or tell a story based on their response
to a photo or some other visual stimulus.
Role Playing Is quite similar to storytelling; however, instead of telling a story, the
participant(s) will be given a situation and asked to “act out” the role(s),
often with regard to a product or brand, or particular selling situation.
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.
“Looking-In”
• Look at information from threads and postings
on social media, including blogs and
discussion forums
• Methodology to capture consumers’
experiences, opinions, forecasts, needs, and
interests
Designing Primary Research
Data Collection Methods
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
Mechanical Observational Research
• Uses mechanical or electronic device to
record consumer behavior or response
• Consumers’ increased use of highly
convenient technologies will create more
records for marketers
• Audits are a type of mechanical observation
which monitor sales
Experimentation
• Can be used to test the relative sales appeal of
many types of variables
• An experiment is usually controlled with only
some variables manipulated at a time while
the others are constant
• Test markets are conducted on a single
market area
• Experimentation can be conducted in
laboratories or in the field
• What might direct marketers test in

experiments?
• How can they use the results?
Table 2.2
Mail Telephone Personal Online
Interview
Cost Low Moderate High Low
Speed Slow Immediate Slow Fast
Response rate Low Moderate High Self-selected

Geographic Excellent Good Difficult Excellent
flexibility
Interviewer N/A Moderate Problematic N/A
bias
Interviewer N/A Easy Difficult N/A
Supervision
Validity and Reliability
• If a study has validity, it collects the

appropriate data for the study.
• A study has reliability if the same questions,
asked of a similar sample, produce the same
findings.
Attitude Scales
Customer Satisfaction Measurement
• Customer
Satisfaction
Surveys
– Analysis of
Expectations
versus Experience
• Mystery Shoppers
• Customer
Complaint Analysis
Sampling and Data Collection
• Samples are a subset of the population used

to estimate characteristics of the entire
population.
• A sampling plan addresses:
– Whom to survey
– How many to survey
– How to select them
• Researcher must choose probability or
nonprobabililty sample.
Data Analysis and Reporting Findings
• Open-ended questions are coded and

quantified.
• All responses are tabulated and analyzed.
• Final report includes executive summary,
body, tables, and graphs.
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retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. Publishing as

Prentice Hall
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 35

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CHAPTER

1. To Understand the Importance of Consumer

• Defining purposes and objectives helps ensure

• Assume you are planning to open a new pizza

• Data that has been

Internal Data External Data

• How can they acquire data and maintain

Photo/Visual The researcher creates/selects a series of photos of consumers, different

• What might direct marketers test in

Response rate Low Moderate High Self-selected

• If a study has validity, it collects the

• Samples are a subset of the population used

• Open-ended questions are coded and

Copyright © 2010 Pearson Education, Inc. Publishing as

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