Research & Consumer Research & Consumer BehaviorBehavior

H Edu 4310H Edu 4310

ActivityActivity

On The DrawOn The Draw““Drawing” the CustomerDrawing” the Customer

Research ObjectivesResearch Objectives

Who are my best customers?Who are my best customers?How do I find more like them?How do I find more like them?Where do they live?Where do they live?

Research ObjectivesResearch Objectives

What is their lifestyle?What is their lifestyle?What do they read, listen to, What do they read, listen to,

watch?watch?How can I reach them How can I reach them

effectively?effectively?

Target Market AnalysisTarget Market Analysis

GeographicsGeographicsDemographicsDemographicsVolume concentrationVolume concentrationProduct usageProduct usagePotential marketsPotential markets

BusinessBusiness

LocationLocationNumber of employeesNumber of employeesInterestsInterestsSpending patternsSpending patternsSIC codesSIC codes

Health Care SpecificsHealth Care Specifics

Influence of physicians vs Influence of physicians vs consumersconsumers

HSO imageHSO imageRole and effectiveness of Role and effectiveness of

different marketing toolsdifferent marketing tools

ResearchResearch

ResearchResearch

Primary researchPrimary researchSecondary reserachSecondary reserach

Secondary researchSecondary research

Internal recordsInternal recordsGovernmentGovernmentTrade, professional groupsTrade, professional groupsCompetitorsCompetitors

Secondary researchSecondary research

Private organizationsPrivate organizationsMarketing firmsMarketing firmsUniversitiesUniversitiesPublished sourcesPublished sources

Primary researchPrimary research

Questionnaire…Questionnaire…

Dichotomous questionsDichotomous questionsMultiple choiceMultiple choiceSemantic differentialSemantic differentialLikert-scaleLikert-scaleOpen-endedOpen-ended

Some ideas...Some ideas...

Keep it shortKeep it shortKeep it simpleKeep it simpleKeep it clearKeep it clearOpinion vs factOpinion vs fact

Some ideas...Some ideas...

No double-barreled questionsNo double-barreled questionsNo biasNo biasKeep format similarKeep format similarPretestPretest

MailingMailing

Attach a letter of explanationAttach a letter of explanationUse first-class mailUse first-class mailProvide return postageProvide return postageFollow up with a postcardFollow up with a postcardSend out more rather than lessSend out more rather than lessEnclose a rewardEnclose a reward

SamplingSampling

Identify populationsIdentify populationsSampling frameSampling frameSampling unitSampling unitSampling methodSampling method

Sampling method…ProbabilitySampling method…Probability

Simple randomSimple randomSystematicSystematicStratified randomStratified randomClusterCluster

Non-probabilityNon-probability

ConvenienceConvenienceJudgmentJudgmentQuotaQuota

SamplingSampling

Sample sizeSample sizeSampling planSampling plan

Qualitative dataQualitative data

ObservationObservationFocus groupsFocus groups

Health practice checkupHealth practice checkup

Personal interviewsPersonal interviewsPatient surveysPatient surveysFocus groupsFocus groupsSuggestion boxesSuggestion boxesMystery shopperMystery shopper

Marketing research stepsMarketing research steps

Problem statement/objectivesProblem statement/objectivesResearch designResearch designProbability or non-probabilityProbability or non-probabilityCollect dataCollect dataAnalyze dataAnalyze dataPresentationPresentation Implement and evaluateImplement and evaluate

ActivityActivity

Small groupsSmall groupsDevelop a 10-question survey re: Develop a 10-question survey re:

student healthstudent healthReview with classReview with class

Consumer BehaviorConsumer Behavior

Decision-making modelDecision-making model

Problem recognitionProblem recognitionInternal searchInternal searchExternal searchExternal searchAlternative evaluationAlternative evaluationPurchasePurchasePost-purchase evaluationPost-purchase evaluation

Problem recognitionProblem recognition

MotivationMotivationAttitudesAttitudesLifestylesLifestylesLearningLearningPerceptionPerception

Problem recognitionProblem recognition

Social classSocial classReference groupReference groupCultureCultureHierarchy of wantsHierarchy of wants

Decision-making modelDecision-making model

Internal searchInternal searchExternal searchExternal searchAlternative evaluationAlternative evaluationPurchasePurchasePost-purchase evaluationPost-purchase evaluation

Influencing decisionInfluencing decision

Modify the serviceModify the serviceAlter perceptions of the serviceAlter perceptions of the serviceAlter perceptions of competitor’s Alter perceptions of competitor’s

brandsbrands

Influencing decisionInfluencing decision

Alter the attribute importance Alter the attribute importance weightsweights

Call attention to neglected Call attention to neglected attributesattributes

ActivityActivity

Choose two goods/services Choose two goods/services purchased– one less than $20 purchased– one less than $20 and one more than $100.and one more than $100.

Explain the decision making Explain the decision making process per discussion.process per discussion.