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The Consumer Research Process

The Consumer Research Process. CHAPTER TWO. Learning Objectives. To Understand the Importance of Consumer Research for Firms and Their Brands, as Well as Consumers. To Understand the Steps in the Consumer Research Process.

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The Consumer Research Process

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  1. The Consumer Research Process CHAPTER TWO

  2. Learning Objectives • To Understand the Importance of Consumer Research for Firms and Their Brands, as Well as Consumers. • To Understand the Steps in the Consumer Research Process. • To Understand the Importance of Establishing Specific Research Objectives as the First Step in the Design of a Consumer Research Project. Chapter Two Slide

  3. Learning Objectives (continued) • To Understand the Purposes and Types of Secondary Consumer Research That Is Available for Making Decisions or Planning Future Consumer Research. • To Understand Specific Features and Applications of Different Research Methods to Be Carried Out in Consumer Research Studies. • To Understand Where Data Analysis and Reporting of Findings Fit in the Research Process. • To Understand How Each Element of the Consumer Research Process Adds to the Overall Outcome of the Research Study. Chapter Two Slide

  4. Why Do Marketers Regularly Test Print Ads Like This One Before They Are Placed in the Media? Chapter Two Slide

  5. To Test the Impact of the Message Before Spending Large Amounts of Money Chapter Two Slide

  6. The Importance of the Consumer Research Process • Marketers must understand customers to design effective: • marketing strategies • products • promotional messages Chapter Two Slide

  7. The Consumer Research ProcessFigure 2.2 Chapter Two Slide

  8. The Consumer Research Process • Secondary research • Primary research • Qualitative • Quantitative Chapter Two Slide

  9. 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. Chapter Two Slide

  10. 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? Chapter Two Slide

  11. Secondary Data • Data that has been collected for reasons other than the specific research project at hand • Includes internal and external data Chapter Two Slide

  12. 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 Types of Secondary Data Chapter Two Slide

  13. Discussion QuestionsPersonal 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? Chapter Two Slide

  14. Designing Primary Research Chapter Two Slide

  15. Qualitative Collection MethodDepth 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 Chapter Two Slide

  16. Probing Options for InterviewsFigure 2.3 Chapter Two Slide

  17. Qualitative Collection Method 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 Chapter Two Slide

  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 Chapter Two Slide

  19. Focus Group Discussion Guide - Figure 2.4 Chapter Two Slide

  20. Qualitative Collection Method Projective Techniques • Research procedures designed to identify consumers’ subconscious feelings and underlying motivations • Consist of a variety of disguised “tests” Chapter Two Slide

  21. Common Projective ExercisesTable 2.1 (excerpt) Chapter Two Slide

  22. Qualitative Collection Method 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. Chapter Two Slide

  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 Chapter Two Slide

  24. Designing Primary Research Chapter Two Slide

  25. Data Collection MethodsObservational 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 Chapter Two Slide

  26. Data Collection Methods 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 Chapter Two Slide

  27. Data Collection Methods 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 Chapter Two Slide

  28. Discussion Questions • What might direct marketers test in experiments? • How can they use the results? Chapter Two Slide

  29. Data Collection Methods Table 2.2 Chapter Two Slide

  30. 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. Chapter Two Slide

  31. Attitude Scales Chapter Two Slide

  32. Customer Satisfaction Measurement • Customer Satisfaction Surveys • Analysis of Expectations versus Experience • Mystery Shoppers • Customer Complaint Analysis Chapter Two Slide

  33. 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. 33 Chapter Two Slide

  34. 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. Chapter Two Slide

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