消费者行为02 consumer research

ConsumerBehavior,NinthEditionSchiffman&KanukChapter2ConsumerResearch2-2ChapterOutline•OverviewoftheConsumerDecisionProcess•QuantitativeResearch•QualitativeResearch2-3TheConsumerResearchProcessFigure2.12-4DevelopingResearchObjectives•Definingpurposesandobjectiveshelpsensureanappropriateresearchdesign.•Astatementofobjectiveshelpstodefinethetypeandlevelofinformationneeded.SubaruVideo2-5DiscussionQuestionsAssumeyouareplanningtoopenanewpizzarestaurantnearyourcampus.•Whatmightbethreeobjectivesofaresearchplanforyournewbusiness?•Howcouldyougatherthesedata?2-6SecondaryData•Datathathasbeencollectedforreasonsotherthanthespecificresearchprojectathand•Includesinternalandexternaldata2-7TypesofSecondaryDataInternalData•Datageneratedin-house•MayincludeanalysisofcustomerfilesExternalData•Datacollectedbyanoutsideorganization•Includesfederalgovernment,periodicals,newspapers,books,searchengines•Commercialdataisalsoavailablefrommarketresearchfirms2-8DesigningPrimaryResearch•QuantitativeResearchDesigns–Descriptiveinnature–Findingscanbegeneralizedtolargerpopulations•QualitativeResearchDesigns–Administeredbyhighlytrainedinterviewer-analysts–Findingstendtobesubjective2-9QualitativeResearchQuantitativeResearchStudyPurpose•Provideinsightsaboutideas•Exploratoryresearchbeforequantitativestudy•Describetargetmarket•ResultsforstrategicmarketingdecisionsTypesofQuestions•Open-ended•Close-endedDataCollectionMethods•Projectivetechniques•Depthinterviews•Focusgroups•Observation•Experimentation•QuestionnairesTable2-12-10QualitativeResearchQuantitativeResearchSamplingMethods•Small•Nonprobabilitysamples•Large•ProbabilitysamplesDataAnalysis•Analyzedbyresearcherswhocollecteddata•Lookfor“keywords”•Subjective•Coded,tabulated,andenteredintodatabase•UseofstatisticalmethodsTable2-1(continued)2-11DataCollectionMethodsObservationalResearch•Helpsmarketersgainanin-depthunderstandingoftherelationshipbetweenpeopleandproductsbywatchingthembuyingandusingproducts•Helpsresearchersgainabetterunderstandingofwhattheproductsymbolizes2-12DataCollectionMethodsMechanicalObservationalResearch•Usesmechanicalorelectronicdevicetorecordconsumerbehaviororresponse•Consumers’increaseduseofhighlyconvenienttechnologieswillcreatemorerecordsformarketers2-13FoxwoodsCasinoUsesMechanicalObservationalResearch-Figure2-22-14SurveysDataCollectionMethodsPersonalInterviewMailTelephoneOnline2-15MAILTELEPHONEPERSONALINTERVIEWONLINECostLowModerateHighLowSpeedSlowImmediateSlowFastResponserateLowModerateHighSelf-selectionGeographicflexibilityExcellentGoodDifficultExcellentInterviewerbiasN/AModerateProblematicN/AInterviewersupervisionN/AEasyDifficultN/AQualityofresponseLimitedLimitedExcellentExcellentTable2.2ComparativeAdvantages2-16DataCollectionMethodsExperimentation•Canbeusedtotesttherelativesalesappealofmanytypesofvariables•Anexperimentisusuallycontrolledwithonlysomevariablesmanipulatedatatimewhiletheothersareconstant•Canbeconductedinlaboratoriesorinthefield2-17QualitativeCollectionMethodDepthInterview•Usually30minutesto1hour•Nonstructured•Interpretedbytrainedresearcher•Listentowordsaswellas“bodylanguage”2-18QualitativeCollectionMethodFocusGroup•8-10participants•Lastsabout2hours•Alwaystapedorvideotapedtoassistanalysis•Oftenheldinfrontoftwo-waymirrors2-19Figure2.4FocusGroupDiscussionGuide1.Whydidyoudecidetouseyourcurrentcellularcompany?2.Howlonghaveyouusedyourcurrentcellularcompany?3.Haveyoueverswitchedservices?When?Whatcausedthechange?4.Whatdoyouthinkoftheoverallqualityofyourcurrentservice?5.Whataretheimportantcriteriainselectingacellularservice?ExamplesofProbequestions:a.Tellmemoreaboutthat...b.Shareyourthinkingonthis...c.Doesanyoneseeitdifferently...2-20QualitativeCollectionMethodProjectiveTechniques•Researchproceduresdesignedtoidentifyconsumers’subconsciousfeelingsandmotivations•Consistofavarietyofdisguised“tests”•Example:Haire’sShoppingList2-21SamplingandDataCollection•Samplesareasubsetofthepopulationusedtoestimatecharacteristicsoftheentirepopulation.•Asamplingplanaddresses:–Whomtosurvey–Howmanytosurvey–Howtoselectthem•Researchermustchooseprobabilityornonprobabililtysample.2-22DataAnalysisandReportingFindings•Open-endedquestionsarecodedandquantified.•Allresponsesaretabulatedandanalyzed.•Finalreportincludesexecutivesummary,body,tables,andgraphs.