10504 unit4- 4 - consumer research
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Histor Most studies on consumer behaviour are
based on a set of beliefs and assumption calledositivism or modernism. Reseachers who
support the assumtiions of modernism are
referred to the ositivists .
Positivists research methed consist of
, .
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Consumer Research Process The realit is there are no sin le solution &
analysts are applying a vareity of effectivetechni es to GET IN TO CUSTOMER
MIND.
Collect and Evaluate Secendory data
esign primary researtcQuatitative or Motivational research design
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Quantitative or Motivational
uatitative or Motivational research desi n
include the methed of data callection,the datacallection instruments and the sam le desi n
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uantitative Research
Descriptive in nature.
behavior.
o u xp ,
survey techniques, and observation.
Findings are descriptive, empirical andgeneralizable.
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PositivismPositivism
that regards the consumer behavior
.
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ualitative Research
Consists of depth interviews, focus groups,metaphor analysis, collage research, andprojective techniques.
Administered by highly trained interviewer-analysts.
Findings tend to be subjective.
Small sample sizes.
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InterpretivismInterpretivism
A postmodernist approach to the study
the act of consuming rather than on the
.
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Comparisons between Positivism and
InterpretivismPURPOSE
PositivismPositivism InterpretivismInterpretivism
Prediction of consumer actions Understanding consumption practices
METHODOLOGY
PositivismPositivism InterpretivismInterpretivism
Quantitative Quantitative
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ASSUMPTIONS
Rationality; consumers make decisions
after weighing alternatives
No single, objective truth
Reality is subjective
The causes and effects of behavior can
be identified
Individuals are problem solvers
Cause and effect cannot be isolated
Each consumption experience is
unique
Events can be objectively measured
affect research findings
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The Consumer Research Process
Six steps definin the ob ectives of the research
collecting and evaluating secondary data
collecting primary data
preparing a report on the findings
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The Consumer Research Process
Develop Objectives
Collect SecondaryDataDesign Qualitative
Design Quantitative
Research
Method
Screener questionnaire
Discussion guide
Method
Sample design
Data collection
Conduct Research
(Using highly
trained
interviewers Exploratory
Collect Primary
Data
(Usually by field
staff
Analyze Data
(Subjective)
StudyAnalyze Data
(Objective)
Prepare Report Prepare report
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Develo in Research Ob ectives
Defining purposes and objectives helps.
A statement of objectives helps to definee ype an eve o n orma on nee e .
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Data Collection methods There are three basic a roaches to collectin
data in Quantitative study
Experiment urvey
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Surve Personal interview surve
Mail survey
.
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Secondar Versus Primar Data
that has been collected by the
other than the purpose of meeting
project at hand
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Observational Research
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of the relationship between people and products.
Helps researchers gain a better understanding of
.
Widely used by interpretivist researchers.