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Consumer Behavior 2

This document discusses consumer research methods, which are used to study consumer behavior. There are two main approaches - positivist and interpretivist. The positivist approach uses quantitative methods like surveys for large samples to identify causes of behavior and inform marketing strategies. The interpretivist approach uses qualitative methods like interviews for small samples to understand unique behaviors and identify patterns for customer retention. Both quantitative and qualitative methods are commonly used together. The consumer research process involves defining objectives, collecting secondary data, designing and conducting primary research, analyzing data, and reporting findings. Various tools are discussed for quantitative and qualitative primary research.

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rks9986
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49 views

Consumer Behavior 2

This document discusses consumer research methods, which are used to study consumer behavior. There are two main approaches - positivist and interpretivist. The positivist approach uses quantitative methods like surveys for large samples to identify causes of behavior and inform marketing strategies. The interpretivist approach uses qualitative methods like interviews for small samples to understand unique behaviors and identify patterns for customer retention. Both quantitative and qualitative methods are commonly used together. The consumer research process involves defining objectives, collecting secondary data, designing and conducting primary research, analyzing data, and reporting findings. Various tools are discussed for quantitative and qualitative primary research.

Uploaded by

rks9986
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Consumer behavior-2

• Consumer research-C. r.- process and tools to study c.b.


• Comparison between c.r. and m. r.- ex
• Two approaches to study-
• 1-Positivist- objective- empirical, quantitative, seek causes
of c.b ,more generalized ,suitable for larger population.
and data based strategic decisions for stp and mktg.mix
applications.
• 2-Interpretivist- qualitative for small samples, unique and
unpredictable of c.b. winning strategies thru common
patterns of operative values, satisfaction, retention,
profitability thru CRM, more expensive to win new c than
retaining existing c .traditional vs. value focused mktg -
chart. Importance of ethics and csr in c.b.
• Comparison between positivism and interpretive- ex.
• Methods and tools used for c.r.-
• quantitative research - thru experiments, survey techniques,
and observations. findings used for statistical analysis
• Qualitative research – thru depth interviews, projective
techniques, showing symbols , pictures etc, highly trained
interviewer r used as more related to process of consumption
than just buying.
• Combo of both- qualitative used for discovery of new ideas and
to develop promotion strategy and quantitative to predict
reactions to various inputs
• Consumer research process – steps- defining objectives of c.r,
2- collecting and evaluation of secondary data, 3- designing a
primary research study, 4- collecting primary data, 5- analyzing
data, 6-preparing report.
• model chart of cr. process- class exercise-
• 1-setting objectives- e.g.-to find out consumer attitudes towards
online shopping, or study effectiveness of particular media --a
need based approach
• 2- collecting secondary data- references , data thru internal
sources like balance sheets etc, or publications, or commercial
data from cso, or ncaer or syndicated data etc
• 3-desining primary research- depends if needed for qualitative
or quantitative c.r.
• For quantitative research designs tools used r -
• 1- observation – watching during buying and using products-
cameras r fitted in many retail stores to watch product
interactions, mechanical observations thru atm’s etc
• 2- experimentation - thru test marketing – about packaging,
price , promotional offers etc
• 3- surveys - product preferences or usage experience study,
personal interview surveys, thru emails, online, telephones,
sms, etc
• Tools uses for quantitative c.r,- 1-questionnaire with open
ended or close ended, 2-attitude scales- linkert scale, is mostly
used – as it provides scoring as per agreements or
disagreements response to attitude describing statement,- fig,
somewhat similar r semantic differential as per likes and
dislikes and behavior intention scale- as per subjective
response.
• For qualitative research method and tools used r-
• 1-Depth interviews- lengthy, approx 30 min, non-structured,
highly trained interviewer, videotapes r then studied in detail for
gestures , moods etc, used for positioning or repositioning.
• 2-Focus groups- 8-10 respondents meet and g.d. is probed
and moderated for interest, motives, lifestyles etc. e.g., how did
you decide current mobile co selection
• 3- projective techniques- incomplete sentences, untitled
pictures, word associations etc r used for a focus group.
• 4- metaphor analysis- non-verbal , and images r analyzed
instead of words.
• Customer satisfaction measurement-
• includes both quantitative and qualitative methods-
• 1-Customer satisfaction surveys- weighted scales
• 2-custmer expectation vs. perceptions of product or service
delivered
• 3-Mystery shoppers- posing as customers- MacDonald's use it
• 4-critical incident method- customer r asked to think back
• 5-analysing customer complaints-suggestion box, emails etc
• 6-analysing customer defections-
• Sampling and data collection
• whom to survey-sampling unit, how many to survey - sample
size and how to select them- sampling procedure
• Probability sample – 1-simple random sample-every one
equal cahnce,2-systmatic random sample-at every specific
gap , 3-strattified random sample-grouped as per age , sex
etc,4- cluster (area )sample- exclusive group
• Non–probability sample- 1- convenience sample- most
accessible – college students,2-judgement sample- doctors for
new medical tool.3- quota sample- certain number of male or
female
• Size of sample depends on budgets and degree of accuracy
required
• Data analysis and reporting research findings-
• By analyzing and quantification of coded responses, tabulated
and analyzed using sophisticated programs to correlate by
selected variables and selected demographic characteristics.
• Conducting a research study-
• researcher and marketer coordination e.g., suitable segment
identification researcher need to gather secondary data like
demographic details as per guidelines of marketing manager.

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