Lesson marketing reasearch1

Research Methodology
Rebecca Pera, PhD
rebecca.pera@polimi.it
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Introduction to User/Consumer
behaviour
Consumer behaviour,
Eighth Edition
SCHIFFMAN & KANUK
Part 1

Users behaviour:
definition
The behaviour that consumers/users
display in searching for, purchasing,
using, evaluating, and disposing of
products and services that they
expect will satisfy their needs.
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Part 1: Introduction
Consumer behaviour Schiffman & Kanuk Chapter 1

Personal Consumer:
definition
The individual who buys goods and
services for his or her own use, for
household use, for the use of a
family member, or for a friend.
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Firm’s Marketing Efforts
1. Product
2. Promotion
3. Price
4. Channels of distribution
Sociocultural Environment
1. Family
2. Informal sources
3. Other noncommercial sources
4. Social class
5. Subculture and culture
Output
Process
Input
External
Influence
ConsumerDecision
Making
Post-
Decision
behaviour
Postpurchase
Evaluation
Purchase
1. Trial
2. Repeat purchase
Need
Recognition
Prepurchase
Search
Evaluation
of
Alternatives
Psychological Field
1. Motivation
2. Perception
3. Learning
4. Personality
5. Attitudes
Experience
A Model of Consumer Decision Making
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process

Consumer/User research
Consumer behaviour,
Eighth Edition
SCHIFFMAN & KANUK
Chapter 2

Positivism
definition
A consumer behaviour research
approach that regards the consumer
behaviour discipline as an applied
science.
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Quantitative Research
• Descriptive in nature.
• Enables marketers to “predict” consumer
behaviour.
• Research methods include experiments,
survey techniques, and observation.
• Findings are descriptive, empirical and
generalizable.
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definition
Interpretivism
A postmodernist approach to the study of
consumer behaviour that focuses on the
act of consuming rather than on the act
of buying.
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• 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.
Qualitative Research
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PURPOSE
METHODOLOGY
Positivism
Prediction of
consumer actions
Positivism
Prediction of
consumer actions
Interpretivism
Understanding
consumption
practices
Interpretivism
Understanding
consumption
practices
Positivism
Quantitative
Positivism
Quantitative
Interpretivism
Qualitative
Interpretivism
Qualitative
Comparisons between
Positivism and Interpretivism
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Comparisons between
Positivism and Interpretivism (continued)
ASSUMPTIONS
Positivism
•Rationality; consumers
make decisions after
weighing alternatives
•The causes and effects of
behaviour can be identified
•Individuals are problem
solvers
•A single reality exists
•Events can be objectively
measured
Interpretivism
•No single, objective truth
•Reality is subjective
•Cause and effect cannot be
isolated
•Each consumption
experience is unique
•Researcher/respondent
interactions affect research
findings
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The Consumer Research Process
• Six steps
– defining the objectives of the research
– collecting and evaluating secondary data
– designing a primary research study
– collecting primary data
– analyzing the data
– preparing a report on the findings
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Develop Objectives
Collect Secondary Data
Design Qualitative Research
• Method
• Screener questionnaire
• Discussion guide
Prepare Report
Analyze Data
(Subjective)
Conduct Research
(Using highly trained
interviewers)
Exploratory
Study
Prepare report
Analyze Data
(Objective)
Collect Primary Data
(Usually by field staff)
Design Quantitative Research
• Method
• Sample design
• Data collection instrument
The Consumer/user Research Process
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process

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.
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Secondary Versus Primary Data
• Secondary data: data that has been
collected for reasons other than the
specific research project at hand
• Primary data: data collected by the
researcher for the purpose of meeting
specific objectives
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Government
Publications
Internal
Sources
Periodicals
&
Books
Commercial
Data
Major Source of Secondary
Data
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Data Collection Methods
Observation
Experimentation
Surveys
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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.
• Widely used by interpretivist researchers.
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Experimentation
• Can be used to test the relative sales
appeal of many types of variables.
• Only one variable is manipulated at a time,
keeping other elements constant.
• Can be conducted in laboratories or in the
field.
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Survey Data Collection Methods
Personal Interview
Mail
Telephone
Online
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MAIL TELEPHONE
PERSONAL
INTERVIEW
ONLINE
Cost Low Moderate High Low
Speed Slow Immediate Slow Fast
Response
rate
Low Moderate High
Self-
selection
Geographic
flexibility
Excellent Good Difficult Excellent
Interviewer
bias
N/A Moderate Problematic N/A
Interviewer
supervision
N/A Easy Difficult N/A
Quality of
response
Limited Limited Excellent Excellent
Comparative Advantages
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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.
• Rank-order scales: subjects rank items in
order of preference in terms of some
criteria.
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Please place the number that best indicates how strongly you
agree or disagree with each of the following statements about
shopping online in the space to the left of the statement.
1 = Agree Strongly
2 = Agree
3 = Neither Agree or Disagree
4 = Disagree
5 = Disagree Strongly
_____ a. It is fun to shop online.
_____ b. Products often cost more online.
_____ c. It is a good way to find out about new products.
Example of a Likert Scale
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exam
ple

1
2
3
4
5
Cost
Availability
Numberof
Titles
Easeof
Access
Clarityof
Picture
DVD
Digital
Cable
DIVX
Excellent
Neutral
Poor
Semantic Differential Profiles of
Three Pay-Per-Movie Services
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exam
ple

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exam
ple

Rank the following computer manufacturers in
terms of hotline help by placing a 1 next to the one
who provides the best telephone help, a 2 next to
the second best, until you have ranked all six.
_____ IBM _____Hewlett Packard
_____ Dell _____ Gateway
_____ Compaq _____ NEC
Rank-Order Scales
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exam
ple

Qualitative Data Collection Methods
DepthDepth
InterviewsInterviews
ProjectiveProjective
TechniquesTechniques
FocusFocus
GroupsGroups
MetaphorMetaphor
AnalysisAnalysis
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definition
Focus Group
A qualitative research method in which
eight to ten persons participate in an
unstructured group interview about a
product or service concept.
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1. Why did you decide to use your current cellular
company? (Probe)
2. How long have you used you current cellular
company? (Probe)
3. Have you ever switched services? When? What
caused the change? (Probe)
4. What do you think of the overall quality of your
current service? (Probe)
5. What are the important criteria in electing a
cellular service? (Probe)
Selected Portions of a Discussion Guide
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exam
ple

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exam
pleCognitive Map

definition
Projective Techniques
Research procedures designed to
identify consumers’ subconscious
feelings and motivations.
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Metaphor Analysis
Based on belief
that metaphors
are the most
basic method
of thought and
communication.
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Collage

Creative Cards
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exam
ple

Collage
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exam
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