Schiffman CB10 Chap 02

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The Consumer

Research Process

CHAPTER

TWO



Learning Objectives

1. To Understand the Importance of Consumer

Research for Firms and Their Brands, as Well as

Consumers.2. To Understand the Steps in the Consumer

Research Process.

3. To Understand the Importance of EstablishingSpecific Research Objectives as the First Step in

the Design of a Consumer Research Project.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Chapter Two Slide



Learning Objectives (continued)

1. To Understand the Purposes and Types of SecondaryConsumer Research That Is Available for MakingDecisions or Planning Future Consumer Research.

2. To Understand Specific Features and Applications of Different Research Methods to Be Carried Out inConsumer Research Studies.

3. To Understand Where Data Analysis and Reporting of Findings Fit in the Research Process.

4. To Understand How Each Element of the ConsumerResearch Process Adds to the Overall Outcome of theResearch Study.




Why Do Marketers Regularly Test Print Ads Like

This One Before They Are Placed in the Media?




To Test the Impact of the Message Before

Spending Large Amounts of Money




The Importance of the Consumer

Research Process

� Marketers must understand customers

to design effective:

± marketing strategies ± products

± promotional messages




The Consumer Research Process

Figure 2.2




The Consumer Research Process

� Secondary research

� Primary research

± Qualitative

± Quantitative




Developing Research Objectives

� Defining purposes and objectives helps ensure

an appropriate research design.

� A written statement of objectives helps todefine the type and level of information

needed.




Discussion Questions

� Assume you are planning to open a new pizza

restaurant near your campus.

± What might be three objectives of a research planfor your new business?

± How could you gather these data?




Secondary Data

� Data that has been

collected for reasons

other than the specificresearch project at hand

� Includes internal and

external data




Types of Secondary Data

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





Personal 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?

13Chapter Two SlideCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall



Designing Primary Research




Qualitative Collection Method

Depth 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




Probing Options for Interviews

Figure 2.3





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




Discussion Guides for Research

� Step-by-step outline

for depth interviews

and focus groups� Interviewers will

often improvise

and go beyond the

discussion guide




Focus Group Discussion Guide - Figure 2.4





Projective Techniques

� Research procedures designed to identify

consumers subconscious feelings and

underlying motivations� Consist of a variety of disguised tests




Common Projective Exercises

Table 2.1 (excerpt)

Description

Word

Associations

The researcher has a list of words, some of them to be studied and some

just as filler. The researcher asks the respondent(s) to react, one-at-a

time, to each word by stating or (in a focus group setting) writing on a

pad the first word that comes to mind, and to explain the link.Sentence

Completion

The researcher has a series of incomplete sentences that the

respondent(s) needs to complete with a word or phrase.

Photo/Visual

for

Storytelling

The researcher creates/selects a series of photos of consumers, different

brands or products, range of print ads, etc., to serve as stimuli. The

respondents are asked to discuss or tell a story based on their response to

a photo or some other visual stimulus.

Role Playing Is quite similar to storytelling; however, instead of telling a story, the

participant(s) will be given a situation and asked to act out the role(s),

often with regard to a product or brand, or particular selling situation.





Metaphor Analysis

� Based on belief that metaphors are the mostbasic method of thought and communication

�

Zaltman Metaphor Elicitation Technique(ZMET) combines collage research andmetaphor analysis to bring to the surface themental models and the major themes or

constructs that drive consumer thinking andbehavior.





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




Designing Primary Research




Data Collection Methods

Observational Research

� Helps marketers gain an in-depth

understanding of the relationship between

people and products by watching them buyingand using products

� Helps researchers gain a better understanding

of what the product symbolizes





Mechanical Observational Research

� Uses mechanical or electronic device to record

consumer behavior or response

� Consumers increased use of highlyconvenient technologies will create more

records for marketers

�

Audits are a type of mechanical observationwhich monitor sales





Experimentation

� Can be used to test the relative sales appeal of many types of variables

�

An experiment is usually controlled with onlysome variables manipulated at a time whilethe others are constant

� Test markets are conducted on a single market

area� Experimentation can be conducted in

laboratories or in the field

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall27Chapter Two Slide




� What might direct marketers test in

experiments?

� How can they use the results?

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall28Chapter Two Slide




Table 2.2

Mail Telephone Personal

Interview

Online

Cost Low Moderate High Low

Speed Slow Immediate Slow Fast

Response rate Low Moderate High Self-selected

Geographic

flexibility

Excellent Good Difficult Excellent

Interviewer

bias

N/A Moderate Problematic N/A

Interviewer

Supervision

N/A Easy Difficult N/A




Attitude Scales

31Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide



Customer Satisfaction Measurement

� CustomerSatisfactionSurveys

± Analysis of Expectationsversus Experience

� Mystery Shoppers

� CustomerComplaint Analysis




Sampling and Data Collection

� Samples are a subset of the population usedto estimate characteristics of the entirepopulation.

� A sampling plan addresses:

± Whom to survey

± How many to survey

± How to select them

� Researcher must choose probability ornonprobabililty sample.

Chapter Two SlideCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 33



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.




All rights reserved. No part of this publication may be reproduced, stored in aretrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior writtenpermission of the publisher. Printed in the United States of America.

Copyright © 2010 Pearson Education, Inc. Publishing asPrentice Hall

35Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

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