Consumer Behavior: Research

Design
Fall 2018, BBA, IBM, Session: 4, 5
Jindal Global Business School
Prof. Diptiman Banerji
 Persona
• Description of a typical customer in a
marketer’s target segment
• Done after a lot of research, especially
primary, qualitative research

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 Persona example…(1/2)

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 Research objectives
• The first and most difficult step in the consumer
research process is to accurately define the
objectives of the research.
• Important for the marketing manager and the
research manager to agree at the outset as to the
specific purposes and objectives of the proposed
consumer study.
• A clearly written statement of research objectives
ensures that the information needed is indeed
collected and costly errors are avoided.
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 Let’s discuss
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 would you gather the data?

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 Research design
• Research design = a master plan, a blueprint
– Methods and procedures for collecting and
analysing the needed information

Exploratory Conclusive
Mostly qualitative in nature Mostly quantitative in nature

Descriptive Causal

Cross-
Longitudinal
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 Exploratory research
(mostly qualitative)
• A philosophy: focus on interpretation, motivation, and
sense-making
• Researcher’s objective – develop initial understanding
• Rejects idea that consumers are rational decision
makers
• Consumers either unaware/unable to express motives
• Small sample sizes – not generalizable to population
• Ideal for initial ideas (promotional campaigns,
products, positioning)

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 Important methods of qualitative
research
• Observational research
• In-depth interview
• Focus group discussion
• Ethnography
• Projective techniques

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 Observational research
• Collecting impressions of the world using all of
one’s senses, especially looking and listening
(McKechnie, 2008)
• Qualitative methods:
– naturalistic participation
– nonparticipant observation

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 In-depth interview
• Questioning process
– Questions (Grand tour, Structural, Contrast)
– Probing
– Prompting
• Advantages
– Individual experience, hence unique
– Intimate
– Depth
• Potential problems?
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 Focus groups (1/3)
• Group Interview with six to ten respondents
• Moderator guides the discussion
• Allows for considerable debate and
discussion…cross-fertilization of ideas
• Fill in the blanks: Works best with ______
members (homogenous/ heterogeneous)?
• Conflict groups – how do you think they can
help?
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 Focus groups (2/3)
• Advantages: Uncovers unknown areas, cross-
fertilization of ideas
• Potential problems:
– Depth
– Consensus or groupthink
– Everyone onboard

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 Focus groups (3/3)
One-way mirror

Layout of focus group room

and viewing room
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 Ethnography (1/3)
• Etymology
– Greek word ‘ethnos’
• People, nation, class
– Greek word ‘graphikos’
• Of or pertaining to writing/ drawing
• Study of culturally bound market/ consumption
practices
• Naturalistic Inquiry
• Gaining access to the back-stage perspective
(Erving Goffman)
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 Ethnography (2/3)
• Participation – going native (Movie: The
Departed)
• Develop relationships
• Tracking, observing and listening
• Non-Interference
• Long-Term
• Thick description (Clifford Geertz)
– Provides emic and etic insights
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 Ethnography (3/3)
• Application: An Indian perfume
– A brand owned by Titan?

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 Projective techniques

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 Conclusive research
(Mostly quantitative)
• Research designed to assist the decision
maker in determining, evaluating, and
selecting the best course of action in a given
situation.
• Examples of usage:
– Capture satisfaction/unmet needs
– Predict future needs or behavior
• Descriptive and empirical; can be generalized
if appropriate sample

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 Two types of conclusive research…(1/2)
• Descriptive
– The major objective is to describe an aspect, like
market characteristics and target segment profile
– Two categories:
• Cross-sectional design: Collection of information from a
sample of population elements only once
• Longitudinal design: A fixed sample of population
elements are measured repeatedly
– Main tool: Survey
• A structured questionnaire

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 Two types of conclusive research…(2/2)
• Causal
– The major objective is to obtain cause and effect
relationships
– Useful to make predictions

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 Validity and Reliability
• Validity = accuracy
• Reliability = consistency
• The instrument we are using should be both
valid and reliable

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 Scales
•Attitude scales
Likert scales
Semantic differential scales
Behavior intention scale
Rank order scales

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 Likert scale

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