CHAPTER TWO

The 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.
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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.
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Why Do Marketers Regularly Test Print Ads Like This One Before They Are Placed in the Media?

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To Test the Impact of the Message Before Spending Large Amounts of Money

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The Importance of the Consumer Research Process

Marketers must understand customers to design effective:
marketing strategies products promotional messages

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The Consumer Research Process Figure 2.2

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The Consumer Research Process

Secondary research Primary research
Qualitative Quantitative

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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.

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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?

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

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Types of Secondary Data

Internal Data
Data generated in-house May include analysis of customer files Useful for calculating customer lifetime value

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
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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?

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Designing Primary Research

Qualitative Research
Depth Interviews Focus Groups Projective Techniques Metaphor Analysis

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Qualitative Collection Method Depth Interview

Also called one-on-one interview Usually 20 minutes to 1 hour Nonstructured Interviewer will often probe to get more feedback (see following slide for probing) Session is usually recorded

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Probing Options for Interviews Figure 2.3

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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
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Discussion Guides for Research

Step-by-step outline for depth interviews and focus groups Interviewers will often improvise and go beyond the discussion guide

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Focus Group Discussion Guide - Figure 2.4

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Qualitative Collection Method Projective Techniques

Research procedures designed to identify consumers subconscious feelings and underlying motivations Consist of a variety of disguised tests

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Common Projective Exercises Table 2.1 (excerpt)

Description Word Associations The researcher has a list of words, some of them to be studied and some just as filler. The researcher asks the respondent(s) to react, one-at-a time, to each word by stating or (in a focus group setting) writing on a pad the first word that comes to mind, and to explain the link. The researcher has a series of incomplete sentences that the respondent(s) needs to complete with a word or phrase.

Sentence Completion

Photo/Visual The researcher creates/selects a series of photos of consumers, different for brands or products, range of print ads, etc., to serve as stimuli. The Storytelling respondents are asked to discuss or tell a story based on their response to a photo or some other visual stimulus. Role Playing Is quite similar to storytelling; however, instead of telling a story, the participant(s) will be given a situation and asked to act out the role(s), often with regard to a product or brand, or particular selling situation.
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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.

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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

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Designing Primary Research

Quantitative Research
Observation Experimentation Survey questionnaires

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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

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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 Audits are a type of mechanical observation which monitor sales

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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 Test markets are conducted on a single market area Experimentation can be conducted in laboratories or in the field
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Discussion Questions
What might direct marketers test in experiments? How can they use the results?

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Data Collection Methods Table 2.2

Mail Cost Low Telephone Moderate Personal Interview High Online Low

Speed
Response rate Geographic flexibility Interviewer bias Interviewer Supervision

Slow
Low Excellent N/A N/A

Immediate
Moderate Good Moderate Easy

Slow
High Difficult Problematic Difficult

Fast
Self-selected Excellent N/A N/A

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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.

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Attitude Scales
Likert scales
Asked to agree or disagree with a statement Easy to prepare & interpret Simple for consumers

Semantic differential scales Behavior intention scales

Rank-order scales

Includes bipolar adjectives Relatively easy to construct and administer

Measures likelihood consumers will act a certain way Easy to construct and administer

Items ranked in order of preference in terms of some criteria

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Customer Satisfaction Measurement

Customer Satisfaction Surveys
Analysis of Expectations versus Experience

Mystery Shoppers Customer Complaint Analysis

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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.

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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.

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