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MKT 344MKT 344Fall 2015Fall 2015

Chapter 2

Consumer Research Process

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CONDUCTING CONSUMER RESEARCHCONDUCTING CONSUMER RESEARCH

Consumer research has been strongly influenced by

the academicians and research practitioners of

psychology, sociology and anthropology.

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OVERVIEW O CONSUMEROVERVIEW O CONSUMER

RESEARCH PROCESSRESEARCH PROCESS

For research purpose you need both Primary

information and Secondary information.

InPrimary research

method, marketers look

for both !uan"#"a"#$e and !ua%#"a"#$e &a"a'

The overall research process can be divided into six

steps; defining the objectives, collecting

eval!ating secondary data, designing primary

research st!dy, collecting primary data,

analy"ing the data and preparing a report.

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DEVE(OPING RESEARCH O)*ECTIVEDEVE(OPING RESEARCH O)*ECTIVE

It is the most difficult part of overallresearch process.

Marketing managers and researchers should

agree on to a specific obective before

beginning of the research.

To define the +ro,%em of the research,

marketers can undertake a preliminary

E-+%ora"or. s"u&.'

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CO((ECTING SECONDAR/ DATACO((ECTING SECONDAR/ DATA

Secondary data are those !hich are already gathered

for another research purpose by someone before the

current research began.

These secon&ar. &a"a can be collected from the

#nternal and $%ternal sources.

 In"erna% Secon&ar. &a"a mostly collected in"house, originally used for other purposes.

Increasingly, it is being used for computing Cus"omer

%#0e"#me $a%ue +ro0#%es.

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CO((ECTING SECONDAR/ DATACO((ECTING SECONDAR/ DATA

&con't..(&con't..( E-"erna% Secon&ar. &a"a these are outside data sources and can

be either free of cost or for a nominal fee.

 Ma1or sources are 2

 P!blic )overnment data collected by the government bodies or

agencies and generally made available for very nominal cost.

 *nline Periodicals +rticles these sources contain business

relevant data. #xample$ Proues"5 (e-#s Ne-#s e"c'

 Syndicated Commercial Services   there are syndicated and

subscriber"based studies offered by marketing companies that sell

data to subscribing marketers.

 Cons!mer Panels   these are paid sources of collective

information of households and individuals.

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DESIGNING PRIMAR/ RESEARCHDESIGNING PRIMAR/ RESEARCH

Des#6n#n6 an& Con&uc"#n6 !ua%#"a"#$e Research it

contributes extensively to the initial identification and

development of ne! promotional campaigns and ne! products

development effort, including the creation of ne! products and

future advertising messages.

The 7e. ".+es o0 &a"a co%%ec"#on me"ho& o0 ua%#"a"#$e

a++roach are 2 depth interviews, focus groups, discussion

 guides, projective techniques, metaphor analysis, online focus

 groups, looking-in (online) research.

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DESIGNING PRIMAR/ RESEARCHDESIGNING PRIMAR/ RESEARCH

&con't..(&con't..(i. epth #ntervie-s generally provide marketers !ith valuable

ideas about product design or redesign, and provide insights

for positioning or repositioning of products.

ii. Foc!s )ro!ps it is a discussion group of %"&' persons !iththe direction of a single (moderator).

The dynamic interaction bet!een group participants, tends to

yield a greater number of ne! ideas and insights. *lso, it

takes less time than a depth interview.

iii. isc!ssion )!ide a step"by"step outline that sets out the line

of +uestioning that the researcher needs to cover !ith the

respondent in a depth intervie! or a focus group.

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DESIGNING PRIMAR/ RESEARCHDESIGNING PRIMAR/ RESEARCH

&con't..(&con't..(iv. Projective techni!es consists of a variety of disguised-

+uestions !hich contains incomplete sentences, untitled

pictures or cartoons.

*ll of these are designed to make it easier for the respondentsto express themselves.

v.  /etaphors it is the use of one form of expression to

describe or represent feelings about another. /uch as use of

sound, music, pictures and dra!ings etc.

vi. *nline Foc!s )ro!ps it varies greatly than physical focus

groups. *lthough some aspects can be similar to the traditional

one.

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DESIGNING PRIMAR/ RESEARCHDESIGNING PRIMAR/ RESEARCH

&con't..(&con't..(

vii. ooing#n 3esearch online consumer communities and

blogs can be systematically studied to understand consumer

activities.

This is a po!erful research approach to include consumers in

the product development process.

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DESIGNING PRIMAR/ RESEARCHDESIGNING PRIMAR/ RESEARCH

&con't..(&con't..( Des#6n#n6 an& Con&uc"#n6 !uan"#"a"#$e Research it is used to

better understand the acceptance of various products or specific

brands and the impact of promotional message.

Ke. ".+es o0 uan"#"a"#$e research are 2 Oservational research,!"perimentation, Survey.

i. *bservational research carefully !atching and observing

consumer)s actions of purchasing and consuming especially in

realistic surroundings.

/ome research technicians are using +h.s#o%o6#ca% o,ser$a"#on

devices to monitor respondents.

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DESIGNING PRIMAR/ RESEARCHDESIGNING PRIMAR/ RESEARCH

&con't..(&con't..(ii. $%perimentation one !ay of testing the cause and

effect relationship is con"ro%%e& e-+er#men"'

*nother techni+ue of doing causal research is "es"

mar7e"#n6'

/ome researcher also employ V#r"ua% rea%#". me"ho&s'

iii. S!rvey  some researcher may !ish to ask consumers about

their purchase preferences and consumption experiences.They can do so through various !ays

Persona% #n"er$#e8 sur$e.

Te%e+hone #n"er$#e8

Ma#% sur$e.5 Ema#% sur$e.

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DESIGNING PRIMAR/ RESEARCHDESIGNING PRIMAR/ RESEARCH

&con't..(&con't..( Da"a Co%%ec"#on Ins"rumen"s to udge validity and

reliaility , various instruments are used. These instruments are

pretested and debugged before they are used.

Maor instruments include a9 !ues"#onna#res these +uestionnaires must be interesting, obective

and unambiguous and easy to motivate the respondents.

0uestions can be disguised or undisguised. It can be done through e"mail

as !ell.

,9 A""#"u&e Sca%es here the respondents are often presented !ith a list

of products and are asked to express their relative feelings or evaluations.

most fre+uently used attitude scales are" iert scales, Semantic

differential scales, 3anorder scales, 4ehavior intention scales.

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DESIGNING PRIMAR/ RESEARCHDESIGNING PRIMAR/ RESEARCH

&con't..(&con't..( Cus"omer Sa"#s0ac"#on measuremen" it includes +uantitative

and +ualitative measures as !ell as various contact methods

!ith customers.

Ma1or measuremen" "echn#ues are:

#ustomer Satisfaction Survey 

$ystery Shoppers

#omplaint %nalysis

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DESIGNING PRIMAR/ RESEARCHDESIGNING PRIMAR/ RESEARCH

&con't..(&con't..(

Sam+%#n6 ; Da"a Co%%ec"#on integral plan of a research

design is Sampling &lan.

(/ample) is a subset of an overall population.

1asically there are 2 types of samples +ro,a,#%#". sam+%e

an& non+ro,a,#%#". sam+%e'

Com,#n#n6 ua%#"a"#$e ; uan"#"a"#$e 0#nn6s some

researchers do +uantitative and +ualitative research

simultaneously to get the accurate ratings.

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DATA ANA(/SIS ; REPORTINGDATA ANA(/SIS ; REPORTING

INDINGSINDINGS In this stage, all the findings are tabulated and analy3ed

using sophisticated analytical programs that correlate the

data by the selected variables.

In both, +uantitative and +ualitative research there !ill

be an E-ecu"#$e summar. to summari3e the findings.

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CONDUCTING RESEARCH STUD/CONDUCTING RESEARCH STUD/

* +ualitative study might be undertaken first to

gather information about the target population)s

attitude and concerns.

In all cases the research is designed based on the

+ur+ose o0 0#nn6 #n0orma"#on.

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END O CHAPTER