PowerPoint Presentation

							      Consumer Behavior Research Methods
Quantitative vs. Qualitative

Quantitative:

  • Based on “numbers”
  • More “closed ended”
  • Quantify differences
  • Larger sample sizes
Qualitative:
  • Based on “intuition and experience”
  • More “open ended”
  • Interpretation by researcher
  • Smaller sample sizes
Correlational vs. Experimental

Correlational:
  • naturally occurring relationships
  • Difficulty with cause & effect
Advantages
  • Some things can’t be manipulated

  • More “natural” look at behavior

  • New phenomenon

  • Several variables

Disadvantages

  • Cause & Effect?

  • Confounds ?
Experimental:
  • cause & effect
  • manipulate variables
  • control extraneous variables
Independent Variable:
 Variable doing the causing
 “manipulated” variable

Dependent Variable:
 Variable being “effected”
 “measured” variable
Between Groups Experiment:

            Random Assignment


         Group 1:            Group 2:
         Treatment           Control



           DV                   DV
Within Groups Experiment:


  Before & After / Simple Baseline Design


       DV          IV          DV
Research Tools

Surveys:
  • ask people basic things
  • often just opinions
  • large sample
  • scales and open end
  • descriptive – use cross tabs
  • not very in depth
  • can get misrepresentation
Questionnaires / Tests:
  • more detailed
  • variety of methods to collect data
  • typically quantitative
  • convenient
  • validity and reliability issues
  • accuracy?
Focus Groups:
   Small groups
   In depth discussions
   Trained moderator leads
     Leads   as the group dictates
   Qualitative
   BUT:
     Social   desirability
     Misrepresentation

     Memory

     Leading    questions
     Misinterpretation       by moderator
     Interpretation   biases
     See   what they want to see?
Interviews:
  • one-on-one, diads, triads
  • more open ended
  • similar in some respects to focus groups
  • can be long term
  • more intimate questions than focus groups
  • verbal and nonverbal important
  • qualitative
  • similar problems as with focus groups
Storytelling:
   • consumers tell stories
         about product
         about similar products
         about hypothetical products/situations
   • features, use, experiences etc.
   • qualitative
   • insight from researcher
   • focus on tangible and intangible
Ethnographics:

  • extended time with consumer

  • similar to storytelling

     • but their life is the “story”

  • direct observation

  • relates consumer attitudes and actual usage

  • context!
Ethnographics:
  • Lifestyle
  • Actual product usage
  • Interviews:
     • bonding is crucial
     • subject leads
     • observe environment (photo/video)
     • observe non-verbal
Purchase Panels:
  • group consumption examined
  • individuals represent segments of pop.
  • typically tracked electronically
     • Neilson ratings
     • TOPPS Club
  • can see what sells
  • track if ads are working
  • see if patterns change after promotions
Correspondence Analysis:
  • Perceptual Maps
  • find out how many people say they think a
    factor is important for different brands
  • shows factors that “cluster” with a certain
    brand
  • graphical
eg. Tell which brands match each of the adjectives:

              Ford BMW Mitsubishi Toyota       Honda

Fun
Prestige
Reliable
Good Resale
Quality
Speed
Practical
  * Quality                 * Prestige
   Toyota * Reliable               BMW
           * Good resale
Honda

 * Speed      practical *
                              * Fun
        Ford
                                 Mitsubishi
        * Many colors
Derived Importance:
  • “underlying” reasons
  • STATED IMPORTANCE
  • compared to DERIVED IMPORTANCE
        rate preference of different brands
        rate how much attribute fits each brand
         features that drive consumption should be
         rated higher for more preferred brands
  • graphical representation
      “quadrants”    of opportunity
              Minimum       High Impact
             Requirements   Requirements
  Stated
Importance
               Limited         Hidden

             Opportunity     Opportunity



                Derived Importance
     * Quality                    * Good resale


SI             * Low price


     * Speed
                                    * Fun

           * Many colors


                             DI