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Research & Consumer Behavior. H Edu 4310. Activity. On The Draw “Drawing” the Customer. Research Objectives. Who are my best customers? How do I find more like them? Where do they live?. Research Objectives. What is their lifestyle? What do they read, listen to, watch?

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Research & Consumer Behavior


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    1. Research & Consumer Behavior H Edu 4310

    2. Activity • On The Draw • “Drawing” the Customer

    3. Research Objectives • Who are my best customers? • How do I find more like them? • Where do they live?

    4. Research Objectives • What is their lifestyle? • What do they read, listen to, watch? • How can I reach them effectively?

    5. Target Market Analysis • Geographics • Demographics • Volume concentration • Product usage • Potential markets

    6. Business • Location • Number of employees • Interests • Spending patterns • SIC codes

    7. Health Care Specifics • Influence of physicians vs consumers • HSO image • Role and effectiveness of different marketing tools

    8. Research

    9. Research • Primary research • Secondary reserach

    10. Secondary research • Internal records • Government • Trade, professional groups • Competitors

    11. Secondary research • Private organizations • Marketing firms • Universities • Published sources

    12. Primary research • Questionnaire… • Dichotomous questions • Multiple choice • Semantic differential • Likert-scale • Open-ended

    13. Some ideas... • Keep it short • Keep it simple • Keep it clear • Opinion vs fact

    14. Some ideas... • No double-barreled questions • No bias • Keep format similar • Pretest

    15. Mailing • Attach a letter of explanation • Use first-class mail • Provide return postage • Follow up with a postcard • Send out more rather than less • Enclose a reward

    16. Sampling • Identify populations • Sampling frame • Sampling unit • Sampling method

    17. Sampling method…Probability • Simple random • Systematic • Stratified random • Cluster

    18. Non-probability • Convenience • Judgment • Quota

    19. Sampling • Sample size • Sampling plan

    20. Qualitative data • Observation • Focus groups

    21. Health practice checkup • Personal interviews • Patient surveys • Focus groups • Suggestion boxes • Mystery shopper

    22. Marketing research steps • Problem statement/objectives • Research design • Probability or non-probability • Collect data • Analyze data • Presentation • Implement and evaluate

    23. Activity • Small groups • Develop a 10-question survey re: student health • Review with class

    24. Consumer Behavior

    25. Decision-making model • Problem recognition • Internal search • External search • Alternative evaluation • Purchase • Post-purchase evaluation

    26. Problem recognition • Motivation • Attitudes • Lifestyles • Learning • Perception

    27. Problem recognition • Social class • Reference group • Culture • Hierarchy of wants

    28. Decision-making model • Internal search • External search • Alternative evaluation • Purchase • Post-purchase evaluation

    29. Influencing decision • Modify the service • Alter perceptions of the service • Alter perceptions of competitor’s brands

    30. Influencing decision • Alter the attribute importance weights • Call attention to neglected attributes

    31. Activity • Choose two goods/services purchased– one less than $20 and one more than $100. • Explain the decision making process per discussion.