Professional Documents
Culture Documents
Consumer Research
Consumer Research
Consumer Research
Consumer Research Paradigms
Quantitative
Quantitative
Research
Research
Qualitative
Qualitative
Research
Research
• Descriptive in nature.
• Enables marketers to “predict” consumer
behavior.
• Research methods include experiments, survey
techniques, and observation.
• Findings are descriptive, empirical and
generalizable.
Prediction
Predictionof
ofconsumer
consumer Understanding
Understandingconsumption
consumption
actions
actions practices
practices
METHODOLOGY
METHODOLOGY
Positivism
Positivism Interpretivism
Interpretivism
Quantitative
Quantitative Qualitative
Qualitative
Develop Objectives
Conduct Research
Collect Primary Data
(Using highly trained
(Usually by field staff)
interviewers)
Exploratory
Study
Analyze Data Analyze Data
(Subjective) (Objective)
Source: Adopted from Philip Kotler, Marketing Management: Analysis, Planning, Implementation, and Control 9th ed. (Upper Saddle River, NJ: Prentice
Hall, 1997).
©2000 Prentice Hall
Designing Primary Research
Method
Sample Design
Data Collection
Instrument
Observation
Experimentation
Surveys
Personal Interview
Telephone
Online
©2000 Prentice Hall
Table 2.3 Comparative Advantages of Mail,
Telephone, and Personal Interview Surveys
PERSONAL
MAIL TELEPHONE ON-LINE
INTERVIEW
Cost Low Moderate High Low
Speed Slow Immediate Slow Fast
Geographic
flexibility
Excellent Good Difficult Excellent
Interviewer
bias
N/A Moderate Problematic N/A
Interviewer
N/A Easy Difficult N/A
supervision
Quality of
Limited Limited Excellent Excellent
response
©2000 Prentice Hall
Data Collection Instruments
Personal
Personal
Questionnaires
Questionnaires Inventories
Inventories
Attitude
Attitude Discussion
Discussion Guides
Guides
Scales
Scales
1 = Agree Strongly
2 = Agree
3 = Neither Agree or Disagree
4 = Disagree
5 = Disagree Strongly
4
Neutral
3 DVD
Digital
2 Cable
DIVX
Excellent
1
Availability
Clarity of
Number of
Access
Cost
Ease of
Picture
Titles
Focus
Depth Interviews
Groups
Projective
Metaphor Analysis
Techniques
Whom to survey?
How many?
How to
select them?
©2000 Prentice Hall
Table 2.4 Probability and Nonprobability
Sampling Designs
PROBABILITY SAMPLES
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.
NONPROBABILITY SAMPLES
Convenience The researcher selects the most accessible
sample population members from whom to obtain
information (e.g., students in a classroom)
Judgment sample The researcher uses his or her judgment to select
population members who are good sources for
accurate information (e.g., experts in the relevant
field of study).
Quota sample The researcher interviews a prescribed number of
people in each of several categories (e.g., 50 men
and 5 women).