Consumer Behavior Research MethodsConsumer Behavior Research Methods

Quantitative vs. QualitativeQuantitative vs. Qualitative

Quantitative:

• Based on “numbers”

• More “closed ended”

• Quantify differences

• Larger sample sizes

Qualitative:

• Based on “intuition and experience”

• More “open ended”

• Interpretation by researcher

• Smaller sample sizes

Correlational vs. ExperimentalCorrelational vs. Experimental

Correlational:

• naturally occurring relationships

• Difficulty with cause & effect

Advantages

• Some things can’t be manipulated

• More “natural” look at behavior

• New phenomenon

• Several variables

Disadvantages

• Cause & Effect?

• Confounds ?

Experimental:

• cause & effect

• manipulate variables

• control extraneous variables

Independent Variable: Variable doing the causing “manipulated” variable

Dependent Variable: Variable being “effected” “measured” variable

Between Groups Experiment:Between Groups Experiment:

Random Assignment

Group 2:Control

DV DV

Group 1:Treatment

Within Groups Experiment:Within Groups Experiment:

IV DVDV

Before & After / Simple Baseline Design

Research ToolsResearch Tools

Surveys:

• ask people basic things

• often just opinions

• large sample

• scales and open end

• descriptive – use cross tabs

• not very in depth

• can get misrepresentation

Questionnaires / Tests:

• more detailed

• variety of methods to collect data

• typically quantitative

• convenient

• validity and reliability issues

• accuracy?

Focus Groups: Small groups In depth discussions Trained moderator leads

Leads as the group dictates Qualitative

BUT: Social desirability Misrepresentation Memory Leading questions Misinterpretation by moderator Interpretation biases See what they want to see?

Interviews:

• one-on-one, diads, triads

• more open ended

• similar in some respects to focus groups

• can be long term

• more intimate questions than focus groups

• verbal and nonverbal important

• qualitative

• similar problems as with focus groups

Storytelling:

• consumers tell stories

about product

about similar products

about hypothetical products/situations

• features, use, experiences etc.

• qualitative

• insight from researcher

• focus on tangible and intangible

Ethnographics:

• extended time with consumer

• similar to storytelling

• but their life is the “story”

• direct observation

• relates consumer attitudes and actual usage

• context!

Ethnographics:

• Lifestyle

• Actual product usage

• Interviews:

• bonding is crucial

• subject leads

• observe environment (photo/video)

• observe non-verbal

Purchase Panels:

• group consumption examined

• individuals represent segments of pop.

• typically tracked electronically

• Neilson ratings

• TOPPS Club

• can see what sells

• track if ads are working

• see if patterns change after promotions

Correspondence Analysis:

• Perceptual Maps

• find out how many people say they think a factor is important for different brands

• shows factors that “cluster” with a certain brand

• graphical

eg. Tell which brands match each of the adjectives:

Ford BMW Mitsubishi Toyota Honda

Fun

Prestige

Reliable

Good Resale

Quality

Speed

Practical

* Quality

* Reliable

* Good resale

* Speed practical *

Ford

* Many colors

* Prestige

BMW

* Fun

Toyota

Honda

Mitsubishi

Derived Importance:

• “underlying” reasons

• STATED IMPORTANCE

• compared to DERIVED IMPORTANCE

rate preference of different brands

rate how much attribute fits each brand

features that drive consumption should be rated higher for more preferred brands

• graphical representation

“quadrants” of opportunity

Stated

Importance

Derived Importance

Minimum

Requirements

High Impact

Requirements

Limited

Opportunity

Hidden

Opportunity

* Quality

* Low price

* Speed

* Many colors

* Good resale

* Fun

SISI

DIDI