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    The Consumer Research Process: MKT 481, Suman Saha 1

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    The document discusses the consumer research process and outlines five key steps: 1) developing research objectives, 2) collecting secondary data, 3) designing primary qualitative and quantitative research, 4) collecting primary data through various methods like surveys and experiments, and 5) analyzing and reporting the findings. It also describes two types of primary research - qualitative research which explores new ideas through methods like interviews and focus groups, and quantitative research which predicts consumer behavior through survey research and experiments.

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    The Consumer Research Process: MKT 481, Suman Saha 1

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    The document discusses the consumer research process and outlines five key steps: 1) developing research objectives, 2) collecting secondary data, 3) designing primary qualitative and quantitative research, 4) collecting primary data through various methods like surveys and experiments, and 5) analyzing and reporting the findings. It also describes two types of primary research - qualitative research which explores new ideas through methods like interviews and focus groups, and quantitative research which predicts consumer behavior through survey research and experiments.

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    Chapter 2

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    The document discusses the consumer research process and outlines five key steps: 1) developing research objectives, 2) collecting secondary data, 3) designing primary qualitative and quantitative research, 4) collecting primary data through various methods like surveys and experiments, and 5) analyzing and reporting the findings. It also describes two types of primary research - qualitative research which explores new ideas through methods like interviews and focus groups, and quantitative research which predicts consumer behavior through survey research and experiments.

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    5 views21 pages

    The Consumer Research Process: MKT 481, Suman Saha 1

    Uploaded by

    Nno 367555
    The document discusses the consumer research process and outlines five key steps: 1) developing research objectives, 2) collecting secondary data, 3) designing primary qualitative and quantitative research, 4) collecting primary data through various methods like surveys and experiments, and 5) analyzing and reporting the findings. It also describes two types of primary research - qualitative research which explores new ideas through methods like interviews and focus groups, and quantitative research which predicts consumer behavior through survey research and experiments.

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    of 21

    Chapter 2

    The consumer research process

    MKT 481, Suman Saha 1


    Two types of primary research

    Qualitative research (Interpretivism)

    • Understand consumer experience or practice by exploring new ideas

    • Cannot be generalized to larger population

    Quantitative research (Positivism)

    • Predict consumer behavior by understanding the effects of


    promotional inputs
    • Descriptive/empirical
    • Survey research
    • Can be generalized to larger population

    MKT 481, Suman Saha 2


    The Consumer Research process

    1. Developing research objectives:

    The first and most difficult step.

    A carefully thought-out statement (in writing) of research


    objectives helps to insure that the information needed is
    secured, and that costly errors are avoided.

    MKT 481, Suman Saha 3


    2. Collecting secondary data

    Secondary data- is already existing information


    that was originally gathered for a research
    purpose other than the present research. Can
    be collected from both internal and external
    sources.

    MKT 481, Suman Saha 4


    3. Designing primary research

    Qualitative research design

    Depth interviews (one-on-one)

    Focus group (Discussion group)

    Projective technique (word associations, sentence completions,


    photo for storytelling, role playing)

    Metaphor analysis (sound, music, drawings or pictures)

    MKT 481, Suman Saha 5


    MKT 481, Suman Saha 6
    MKT 481, Suman Saha 7
    MKT 481, Suman Saha 8
    Quantitative research design

    Observational research
    Trained researchers or observers
    Mechanical observation
    Physiological observation

    MKT 481, Suman Saha 9


    Experiments
    Causal research (independent, dependent variable)
    Test marketing

    Surveys
    Mail, telephone, personal interview, online

    MKT 481, Suman Saha 10


    4. Collecting primary data
    Quantitative research data collection instrument
    Validity and reliability

    Questionnaires: Open ended, close ended


    Sequence
    Wording
    Opening question
    Classification question

    Attitude scale
    Likert scale, semantic differential scale, behaviour intention scale, rank order
    scale

    MKT 481, Suman Saha 11


    MKT 481, Suman Saha 12
    MKT 481, Suman Saha 13
    MKT 481, Suman Saha 14
    MKT 481, Suman Saha 15
    MKT 481, Suman Saha 16
    Sampling and data collection

    • Sampling unit (Whom to survey)

    • Sample size (How many to survey)

    • Sampling procedure (How to select them)

    Probability Sample & Nonprobability sample.

    MKT 481, Suman Saha 17


    MKT 481, Suman Saha 18
    MKT 481, Suman Saha 19
    MKT 481, Suman Saha 20
    5. Data analysis and reporting
    research findings

    A brief executive summary of the findings.

    MKT 481, Suman Saha 21

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