Research & Consumer Behavior H Edu 4310. Activity On The Draw On The Draw “Drawing” the Customer...
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Research & Consumer Research & Consumer Behavior Behavior H Edu 4310 H Edu 4310
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Transcript of Research & Consumer Behavior H Edu 4310. Activity On The Draw On The Draw “Drawing” the Customer...
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.
