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消費(fèi)者行為02consumerresearch公共課Chapter2

ConsumerResearchChapterOutlineOverviewoftheConsumerDecisionProcessQuantitativeResearchQualitativeResearchTheConsumerResearchProcess

Figure2.1DevelopingResearchObjectivesDefiningpurposesandobjectiveshelpsensureanappropriateresearchdesign.Astatementofobjectiveshelpstodefinethetypeandlevelofinformationneeded.SubaruVideoDiscussionQuestionsAssumeyouareplanningtoopenanewpizzarestaurantnearyourcampus.Whatmightbethreeobjectivesofaresearchplanforyournewbusiness?Howcouldyougatherthesedata?SecondaryDataDatathathasbeencollectedforreasonsotherthanthespecificresearchprojectathandIncludesinternalandexternaldataTypesofSecondaryDataInternalDataDatageneratedin-houseMayincludeanalysisofcustomerfilesExternalDataDatacollectedbyanoutsideorganizationIncludesfederalgovernment,periodicals,newspapers,books,searchenginesCommercialdataisalsoavailablefrommarketresearchfirmsDesigningPrimaryResearchQuantitativeResearchDesignsDescriptiveinnatureFindingscanbegeneralizedtolargerpopulationsQualitativeResearchDesignsAdministeredbyhighlytrainedinterviewer-analystsFindingstendtobesubjectiveQualitativeResearchQuantitativeResearchStudyPurposeProvideinsightsaboutideasExploratoryresearchbeforequantitativestudyDescribetargetmarketResultsforstrategicmarketingdecisionsTypesofQuestionsOpen-endedClose-endedDataCollectionMethodsProjectivetechniquesDepthinterviewsFocusgroupsObservationExperimentationQuestionnairesTable2-1QualitativeResearchQuantitativeResearchSamplingMethodsSmallNonprobabilitysamplesLargeProbabilitysamplesDataAnalysisAnalyzedbyresearcherswhocollecteddataLookfor“keywords”SubjectiveCoded,tabulated,andenteredintodatabaseUseofstatisticalmethodsTable2-1(continued)DataCollectionMethods

ObservationalResearchHelpsmarketersgainanin-depthunderstandingoftherelationshipbetweenpeopleandproductsbywatchingthembuyingandusingproductsHelpsresearchersgainabetterunderstandingofwhattheproductsymbolizesDataCollectionMethodsMechanicalObservationalResearchUsesmechanicalorelectronicdevicetorecordconsumerbehaviororresponseConsumers’increaseduseofhighlyconvenienttechnologieswillcreatemorerecordsformarketersFoxwoodsCasinoUsesMechanicalObservationalResearch-Figure2-2

Surveys

DataCollectionMethodsPersonalInterviewMailTelephoneOnlineMAILTELEPHONEPERSONALINTERVIEWONLINECostLowModerateHighLowSpeedSlowImmediateSlowFastResponserateLowModerateHighSelf-selectionGeographicflexibilityExcellentGoodDifficultExcellentInterviewerbiasN/AModerateProblematicN/AInterviewersupervisionN/AEasyDifficultN/AQualityofresponseLimitedLimitedExcellentExcellentTable2.2ComparativeAdvantagesDataCollectionMethodsExperimentationCanbeusedtotesttherelativesalesappealofmanytypesofvariablesAnexperimentisusuallycontrolledwithonlysomevariablesmanipulatedatatimewhiletheothersareconstantCanbeconductedinlaboratoriesorinthefieldQualitativeCollectionMethod

DepthInterviewUsually30minutesto1hourNonstructuredInterpretedbytrainedresearcherListentowordsaswellas“bodylanguage”QualitativeCollectionMethodFocusGroup8-10participantsLastsabout2hoursAlwaystapedorvideotapedtoassistanalysisOftenheldinfrontoftwo-waymirrorsFigure2.4

FocusGroupDiscussionGuide1.Whydidyoudecidetouseyourcurrentcellularcompany?2.Howlonghaveyouusedyourcurrentcellularcompany?3.Haveyoueverswitchedservices?When?Whatcausedthechange?4.Whatdoyouthinkoftheoverallqualityofyourcurrentservice?5.Whataretheimportantcriteriainselectingacellularservice? ExamplesofProbequestions: a.Tellmemoreaboutthat... b.Shareyourthinkingonthis... c.Doesanyoneseeitdifferently...QualitativeCollectionMethodProjectiveTechniquesResearchproceduresdesignedtoidentifyconsumers’subconsciousfeelingsandmotivationsConsistofavarietyofdisguised“tests”Example:Haire’sShoppingListSamplingandDataCollectionSamplesareasubsetofthepopulationusedtoestimatecharacteristicsoftheentirepopulation.Asamplingplanaddresses:WhomtosurveyHowmanytosurveyHowtoselectthemResearchermustc

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