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    This document discusses and compares qualitative and quantitative consumer research methods. It provides details on: - Qualitative research involves depth interviews, focus groups, and projective techniques to provide insights with small, nonprobability samples. Findings are subjective. - Quantitative research uses surveys, experiments, and observations to describe target markets and inform strategic decisions with large, probability samples. Findings are empirical and can be generalized. - Various data collection methods, research designs, and analysis techniques are outlined for both qualitative and quantitative research.

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    CB 02

    Uploaded by

    nisar24
    31 views25 pages
    This document discusses and compares qualitative and quantitative consumer research methods. It provides details on: - Qualitative research involves depth interviews, focus groups, and projective techniques to provide insights with small, nonprobability samples. Findings are subjective. - Quantitative research uses surveys, experiments, and observations to describe target markets and inform strategic decisions with large, probability samples. Findings are empirical and can be generalized. - Various data collection methods, research designs, and analysis techniques are outlined for both qualitative and quantitative research.

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    consumer behavior

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    This document discusses and compares qualitative and quantitative consumer research methods. It provides details on: - Qualitative research involves depth interviews, focus groups, and projective techniques to provide insights with small, nonprobability samples. Findings are subjective. - Quantitative research uses surveys, experiments, and observations to describe target markets and inform strategic decisions with large, probability samples. Findings are empirical and can be generalized. - Various data collection methods, research designs, and analysis techniques are outlined for both qualitative and quantitative research.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    31 views25 pages

    CB 02

    Uploaded by

    nisar24
    This document discusses and compares qualitative and quantitative consumer research methods. It provides details on: - Qualitative research involves depth interviews, focus groups, and projective techniques to provide insights with small, nonprobability samples. Findings are subjective. - Quantitative research uses surveys, experiments, and observations to describe target markets and inform strategic decisions with large, probability samples. Findings are empirical and can be generalized. - Various data collection methods, research designs, and analysis techniques are outlined for both qualitative and quantitative research.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 25

    Consumer Research

    Consumer Behavior

    Quantitative Research
    Descriptive in nature. Enables marketers to predict consumer behavior Research methods include experiments, survey techniques, and observation. Findings are descriptive, empirical, and can be generalized to larger populations.
    2-2

    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.

    2-3

    Comparative Table
    Qualitative Research Study Purpose Provide insights about ideas Exploratory research before quantitative study Open-ended Unstructured Quantitative Research Describe target market Results for strategic marketing decisions Close-ended Attitude scales

    Types of Questions

    Data Collection Methods

    Projective techniques Depth interviews Focus groups

    Observation Experimentation Questionnaires


    2-4

    Table (continued)
    Qualitative Research Sampling Methods Small Nonprobability samples Quantitative Research Large Probability samples

    Data Analysis

    Analyzed by researchers who collected data Look for key words Subjective

    Coded, tabulated, and entered into database Use of statistical methods

    2-5

    The Consumer Research Process

    2-6

    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.

    2-7

    Secondary Data
    Secondary data is already existing information that was originally gathered for a research purpose other than present research. Data that has been collected for reasons other than the specific research project at hand Includes internal and external data
    2-8

    Types of Secondary Data


    Internal Data
    Data generated inhouse May include analysis of customer files Useful for calculating customer lifetime value

    External Data
    Data collected by an outside organization Includes government, periodicals, newspapers, books, search engines Commercial data is also available from market research firms
    2-9

    India Census Data


    Census Data Summary
    This section covers the macro view of census statistics of India (2001) and the following are the key areas covered:

    1. National summary data 2. India at a glance 3. States at a glance 4. District profile 5. Census data finder 6. Projected population 7. Report on P.E.S.(2001 Census) 8. Meta data

    You can visit Census Data Online Section for more information available free in this website. You can also visit our online shop or visit any of our offices nearest to your location to buy our data.
    weblink
    2 - 10

    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

    2 - 11

    Designing & conducting qualitative research


    Depth interviews Focus group: screener questionnaire Projective techniques
    word association Sentence completion Storytelling Role playing

    Metaphor analysis

    2 - 12

    Designing & conducting quantitative research


    Observational research Experimentation Survey research

    2 - 13

    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

    2 - 14

    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
    2 - 15

    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 Test marketing
    2 - 16

    Surveys Data Collection Methods


    Personal Interview Telephone

    Mail
    E-mail surveys

    2 - 17

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

    2 - 18

    Quantitative research data collection instrument


    Questionnaires Attitude scales > likert scale > semantic differential scale > rank-order scale

    2 - 19

    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.

    2 - 20

    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

    2 - 21

    Qualitative Collection Method Depth Interview


    Usually 30 minutes to 1 hour Nonstructured Interpreted by trained researcher Listen to words as well as body language

    2 - 22

    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

    2 - 23

    Qualitative Collection Method Projective Techniques


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

    2 - 24

    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.

    2 - 25

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