Chapter #02.pptx
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This chapter discusses the consumer research process. It outlines the steps including establishing research objectives, conducting secondary research, designing and implementing primary qualitative and quantitative research methods, analyzing the data collected, and reporting findings. The chapter emphasizes that consumer research is important for firms to understand customers and develop effective marketing strategies, products, and promotional messages. It also explains various research methods and considerations around validity, reliability, and sampling.
Chapter #02.pptx
- 2. Learning Objectives Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 2 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.
- 3. Learning Objectives (continued) Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 3 4. To Understand the Purposes and Types of Secondary Consumer Research That Is Available for Making Decisions or Planning Future Consumer Research. 5. To Understand Specific Features and Applications of Different Research Methods to Be Carried Out in Consumer Research Studies. 6. To Understand Where Data Analysis and Reporting of Findings Fit in the Research Process. 7. To Understand How Each Element of the Consumer Research Process Adds to the Overall Outcome of the Research Study.
- 4. Why Do Marketers Regularly Test Print Ads Like This One Before They Are Placed in the Media? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 4
- 5. To Test the Impact of the Message Before Spending Large Amounts of Money Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 5
- 6. The Importance of the Consumer Research Process Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 6 Marketers must understand customers to design effective: marketing strategies products promotional messages
- 7. The Consumer Research Process Figure 2.2 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 7
- 8. The Consumer Research Process Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 8 Secondary research Primary research Qualitative Quantitative
- 9. Developing Research Objectives Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 9 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.
- 10. Discussion Questions Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 10 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?
- 11. Secondary Data Data that has been collected for reasons other than the specific research project at hand Includes internal and external data Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 11
- 12. Types of Secondary Data Internal Data Data generated in-house May include analysis of customer files Useful for calculating customer lifetime value 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 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 12
- 13. Discussion Questions Personal Privacy Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 13 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?
- 14. Designing Primary Research Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 14
- 15. Qualitative Collection Method Depth Interview Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 15 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
- 16. Probing Options for Interviews Figure 2.3 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 16
- 17. Qualitative Collection Method Focus Group Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 17 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
- 18. Discussion Guides for Research Step-by-step outline for depth interviews and focus groups Interviewers will often improvise and go beyond the discussion guide Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 18
- 19. Focus Group Discussion Guide - Figure 2.4 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 19
- 20. Qualitative Collection Method Projective Techniques Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 20 Research procedures designed to identify consumers subconscious feelings and underlying motivations Consist of a variety of disguised tests
- 21. Common Projective Exercises Table 2.1 (excerpt) Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 21 Description Word Associations The researcher has a list of words, some of them to be studied and some 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 Completion The researcher has a series of incomplete sentences that the respondent(s) needs to complete with a word or phrase. Photo/Visual for Storytelling The researcher creates/selects a series of photos of consumers, different brands or products, range of print ads, etc., to serve as stimuli. The 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.
- 22. Qualitative Collection Method Metaphor Analysis Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 22 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.
- 23. Qualitative Collection Method 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 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 23
- 24. Designing Primary Research Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 24
- 25. Data Collection Methods Observational Research Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 25 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
- 26. Data Collection Methods Mechanical Observational Research Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 26 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
- 27. Data Collection Methods Experimentation Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 27 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
- 28. Discussion Questions Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 28 What might direct marketers test in experiments? How can they use the results?
- 29. Data Collection Methods Table 2.2 Mail Telephone Personal Interview Online Cost Low Moderate High Low Speed Slow Immediate Slow Fast Response rate Low Moderate High Self-selected Geographic flexibility Excellent Good Difficult Excellent Interviewer bias N/A Moderate Problematic N/A Interviewer Supervision N/A Easy Difficult N/A Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 29
- 30. Validity and Reliability Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 30 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.
- 31. Attitude Scales Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 31
- 32. Customer Satisfaction Measurement Customer Satisfaction Surveys Analysis of Expectations versus Experience Mystery Shoppers Customer Complaint Analysis Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 32
- 33. Sampling and Data Collection Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 33 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.
- 34. Data Analysis and Reporting Findings Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 34 Open-ended questions are coded and quantified. All responses are tabulated and analyzed. Final report includes executive summary, body, tables, and graphs.
- 35. End of Chapter Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two 際際滷 35 Thank You