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Schiffman CB10 PPT 02
Schiffman CB10 PPT 02
R
TheTWO
Consumer
Research
Process
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
Establishing Specific Research Objectives
as the First Step in the Design of a
Consumer Research Project.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Learning Objectives
(continued)
4. To Understand the Purposes and Types of
Secondary Consumer Research That Is Available
for Making Decisions or Planning Future
Consumer Research.
5. To Understand Specific Features and Applications
of Different Research Methods to Be Carried Out
in Consumer Research Studies.
6. To Understand Where Data Analysis and
Reporting of Findings Fit in the Research Process.
7. To Understand How Each Element of the
Consumer Research Process Adds to the Overall
Outcome of the Research Study.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Research
Objectives
Defining purposes and objectives
helps ensure an appropriate research
design.
A written statement of objectives
helps to define 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 plan for your new business?
How could you gather these data?
Secondary Data
Data that has been
collected for reasons
other than the
specific research
project at hand
Includes internal
and external data
Internal Data
Data generated inhouse
May include analysis
of customer files
Useful for calculating
customer lifetime
value
Data collected by an
outside organization
Includes federal
government,
periodicals,
newspapers, books,
search engines
Commercial data is
also available from
market research firms
Discussion Questions
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?
Designing Primary
Research
Qualitative Collection
Method
Depth Interview
Qualitative Collection
Method
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
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Qualitative Collection
Method
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
Associati
ons
Sentence
Completi
on
Photo/Vis
ual for
Storytelli
ng
Role
Is quite similar to storytelling; however, instead of
Copyright
2010 Pearson
Education,
Publishing
as Prentice
Hall
Playing
telling
aInc.
story,
the
participant(s)
will be given
Chaptera
Two Slide
21
Qualitative Collection
Method
Metaphor Analysis
Based on belief that metaphors are the
most basic method of thought and
communication
Zaltman Metaphor Elicitation Technique
(ZMET) combines collage research and
metaphor analysis to bring to the
surface the mental models and the
major themes or constructs that drive
consumer thinking and behavior.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Qualitative Collection
Method
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
Discussion Questions
What might direct marketers test in
experiments?
How can they use the results?
Telephone
Personal
Interview
Online
Cost
Low
Moderate
High
Low
Speed
Slow
Immediate
Slow
Fast
Response
rate
Low
Moderate
High
Selfselected
Geographic
flexibility
Excellent
Good
Difficult
Excellent
Interviewer
bias
N/A
Moderate
Problematic
N/A
Interviewer
Supervision
N/A
Easy
Difficult
N/A
Attitude Scales
Customer Satisfaction
Measurement
Customer
Satisfaction
Surveys
Analysis of
Expectations
versus Experience
Mystery Shoppers
Customer
Complaint
Analysis
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall