Chapter 2

Consumer Research

Consumer Behavior,
Ninth Edition

Schiffman & Kanuk

Copyright 2007 by Prentice Hall

 Chapter Outline
• Introduction to Quantitative and
Qualitative Research
• Overview of the Consumer Decision
Process
• Quantitative Research
• Qualitative Research

Copyright 2007 by Prentice Hall 2-2

 Quantitative Research
• Descriptive in nature.
• Enables marketers to “predict”
consumer behavior (positivism).
• Research methods include
experiments, survey techniques, and
observation.
• Findings are descriptive, empirical, and
can be generalized to larger
populations.

Copyright 2007 by Prentice Hall 2-3

 Qualitative Research
• Consists of depth interviews, focus
groups, metaphor analysis, collage
research, and projective techniques.
• Administered by highly trained
interviewer-analysts.
• Findings tend to be subjective.
• Small sample sizes.

Copyright 2007 by Prentice Hall 2-4

 Burke Research Uses a Variety
of Projective Techniques

weblink

Copyright 2007 by Prentice Hall 2-5

 Table 2-1
Quantitative
Qualitative Research
Research
Study • Provide insights • Describe target
Purpose about ideas market
• Exploratory research • Results for
before quantitative strategic
study marketing
decisions
Types of • Open-ended • Close-ended
Questions • Unstructured • Attitude scales
Data • Projective techniques • Observation
Collection • Depth interviews • Experimentation
Methods • Focus groups • Questionnaires
Copyright 2007 by Prentice Hall 2-6
 Table 2-1 (continued)
Quantitative
Qualitative Research
Research
Sampling • Small • Large
Methods • Nonprobability • Probability
samples samples

Data • Analyzed by • Coded, tabulated,

Analysis researchers who and entered into
collected data database
• Look for “key words” • Use of statistical
• Subjective methods

Copyright 2007 by Prentice Hall 2-7

 The Consumer Research Process
Figure 2.1

Copyright 2007 by Prentice Hall 2-8

 Developing Research Objectives
• Defining purposes and objectives helps
ensure an appropriate research design.
• A statement of objectives helps to
define the type and level of information
needed.

Copyright 2007 by Prentice Hall 2-9

 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?

Copyright 2007 by Prentice Hall 2 - 10

 Secondary Data
• Data that has been collected for
reasons other than the specific
research project at hand
• Includes internal and external data

Copyright 2007 by Prentice Hall 2 - 11

 Types of Secondary Data
Internal Data
• Data generated in-
house
• May include analysis of
customer files
• Useful for calculating
customer lifetime value
Copyright 2007 by Prentice Hall
External Data
• Data collected by an
outside organization
• Includes federal
government,
periodicals,
newspapers, books,
search engines
• Commercial data is also
available from market
research firms
2 - 12
 U.S. Census Data

weblink

Copyright 2007 by Prentice Hall 2 - 13

 Discussion Question
Personal Privacy
Many people do not like the fact that their
personal data are used for marketing.
• How can marketer’s justify their need
for data?
• How can they acquire data and
maintain customer privacy?

Copyright 2007 by Prentice Hall 2 - 14

 Designing Primary Research
• Quantitative Research Designs
– Include research design, data collection
methods, instruments to be used, and the
sample design
• Qualitative Research Designs
– Include depth interviews, focus groups,
projective techniques, and metaphor
analysis

Copyright 2007 by Prentice Hall 2 - 15

 Data Collection Methods
Observational Research
• Helps marketers gain an in-depth
understanding of the relationship
between people and products by
watching them buying and using
products
• Helps researchers gain a better
understanding of what the product
symbolizes

Copyright 2007 by Prentice Hall 2 - 16

 Observational
research is
often used to
design
products to
meet needs.

Copyright 2007 by Prentice Hall 2 - 17

 Data Collection Methods
Mechanical Observational
Research
• Uses mechanical or electronic device
to record consumer behavior or
response
• Consumers’ increased use of highly
convenient technologies will create
more records for marketers
• Product audits which monitor sales are
heavily used by companies

Copyright 2007 by Prentice Hall 2 - 18

 Foxwoods Casino Uses
Mechanical Observational
Research - Figure 2-2

Copyright 2007 by Prentice Hall 2 - 19

 Arbitron Mechanical Observation

Copyright 2007 by Prentice Hall 2 - 20

 Data Collection Methods
Experimentation
• Can be used to test the relative sales
appeal of many types of variables
• An experiment is usually controlled
with only some variables manipulated
at a time while the others are constant
• Can be conducted in laboratories or in
the field

Copyright 2007 by Prentice Hall 2 - 21

 Discussion Question
Experimentation is critical for direct
marketers
• What might direct marketers test in
experiments?
• How can they use the results?

Copyright 2007 by Prentice Hall 2 - 22

 Surveys
Data Collection Methods
Personal Interview

Mail

Telephone

Online

Copyright 2007 by Prentice Hall 2 - 23

 Online Surveys Are Growing in
Popularity

weblink

Copyright 2007 by Prentice Hall 2 - 24

Table 2.2 Comparative Advantages

PERSONAL
MAIL TELEPHONE ONLINE
INTERVIEW
Cost Low Moderate High Low
Speed Slow Immediate Slow Fast
Response Self-
Low Moderate High
rate selection
Geographic
Excellent Good Difficult Excellent
flexibility
Interviewer
N/A Moderate Problematic N/A
bias
Interviewer
N/A Easy Difficult N/A
supervision
Quality of
Limited Limited Excellent Excellent
response

Copyright 2007 by Prentice Hall 2 - 25

 Validity and Reliability
• If a study has validity it collects the
appropriate data for the study.
• A study has reliability if the same
questions, asked of a similar sample,
produce the same findings.

Copyright 2007 by Prentice Hall 2 - 26

 Attitude Scales
• Likert scales: easy for researchers to prepare
and interpret, and simple for consumers to
answer
• Semantic differential scales: relatively easy
to construct and administer
• Behavior intention scales: also easy to
construct and administer
• Rank-order scales: subjects rank items in
order of preference in terms of some criteria

Copyright 2007 by Prentice Hall 2 - 27

 Qualitative Collection Method
Depth Interview
• Usually 30 minutes to 1 hour
• Nonstructured
• Interpreted by trained researcher
• Listen to words as well as “body
language”

Copyright 2007 by Prentice Hall 2 - 28

 Qualitative Collection Method
Focus Group
• 8-10 participants
• Lasts about 2 hours
• Always taped or videotaped to assist
analysis
• Often held in front of two-way mirrors

Copyright 2007 by Prentice Hall 2 - 29

 Online Focus Groups Are
Gaining in Popularity

Copyright 2007 by Prentice Hall 2 - 30

 Figure 2.4
Focus Group Discussion Guide
1. Why did you decide to use your current cellular company?
2. How long have you used your current cellular company?
3. Have you ever switched services? When? What caused the
change?
4. What do you think of the overall quality of your current
service?
5. What are the important criteria in selecting a cellular service?
Examples of Probe questions:
a. Tell me more about that . . .
b. Share your thinking on this . . .
c. Does anyone see it differently . . .

Copyright 2007 by Prentice Hall 2 - 31

 Qualitative Collection Method
Projective Techniques
• Research procedures designed to
identify consumers’ subconscious
feelings and motivations
• Consist of a variety of disguised
“tests”

Copyright 2007 by Prentice Hall 2 - 32

 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 2007 by Prentice Hall 2 - 33

 Customer Satisfaction
Measurement
• Customer Satisfaction Surveys
• Gap Analysis of Expectations versus
Experience
• Mystery Shoppers
• Customer Complaint Analysis
• Analysis of Customer Defections

Copyright 2007 by Prentice Hall 2 - 34

 Customer Satisfaction Survey

Copyright 2007 by Prentice Hall 2 - 35

 Sampling and Data Collection
• Samples are a subset of the population
used to estimate characteristics of the
entire population.
• A sampling plan addresses:
– Whom to survey
– How many to survey
– How to select them
• Researcher must choose probability or
nonprobabililty sample.

Copyright 2007 by Prentice Hall 2 - 36

 Table 2.4 Probability Sampling
Designs
Simple random Every member of the population has a known and
sample equal chance of being selected.
Systematic random A member of the population is selected at random
sample and then every “nth” person is selected.
Stratified random The population is divided into mutually exclusive
sample groups (such as age groups), and random samples
are drawn from each group.
Cluster (area) The population is divided into mutually exclusive
sample groups (such as blocks), and the researcher draws
a sample of the groups to interview.

Copyright 2007 by Prentice Hall 2 - 37

 Data Analysis and Reporting
Findings
• Open-ended questions are coded and
quantified.
• All responses are tabulated and
analyzed.
• Final report includes executive
summary, body, tables, and graphs.

Copyright 2007 by Prentice Hall 2 - 38