消费者行为02 consumer research
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• Data collected by an outside organization
• Includes federal government, periodicals, newspapers, books, search engines
• Commercial data is also available from market research firms
• Includes internal and external data
2-6
Types of Secondary Data
Internal Data
• Data generated inhouse
• May include analysis of customer files
External Data
Chapter 2 Consumer Research
Consumer Behavior, Ninth Edition
Schiffman & Kanuk
Chapter Outline
• Overview of the Consumer Decision Process
• Quantitative Research • Qualitative Research
• Consumers’ increased use of highly convenient technologies will create more records for marketers
– Administered by highly trained interviewer-analysts
– Findings tend to be subjective
2-8
Table 2-1
Study PBiblioteka Baidurpose
Types of Questions Data Collection Methods
2-9
Table 2-1 (continued)
Sampling Methods
Qualitative Research
• Small • Nonprobability
samples
Quantitative Research
• Large • Probability
samples
Data Analysis
• Analyzed by researchers who collected data
• Coded, tabulated, and entered into database
• Look for “key words” • Use of statistical
• Subjective
methods
• Helps researchers gain a better understanding of what the product symbolizes
2 - 11
Data Collection Methods Mechanical Observational
Research
• Uses mechanical or electronic device to record consumer behavior or response
2-2
The Consumer Research Process Figure 2.1
2-3
Developing Research Objectives
• Defining purposes and objectives helps ensure an appropriate research design.
Qualitative Research
• Provide insights about ideas
• Exploratory research before quantitative study
• Open-ended
Quantitative Research
• Describe target market
• A statement of objectives helps to define the type and level of information needed.
Subaru Video
2-4
Discussion Questions
Assume you are planning to open a new pizza restaurant near your campus.
• Results for strategic marketing decisions
• Close-ended
• Projective techniques • Observation
• Depth interviews
• Experimentation
• Focus groups
• Questionnaires
• What might be three objectives of a research plan for your new business?
• How could you gather these data?
2-5
Secondary Data
• Data that has been collected for reasons other than the specific research project at hand
2 - 10
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
2-7
Designing Primary Research
• Quantitative Research Designs
– Descriptive in nature – Findings can be generalized to larger
populations
• Qualitative Research Designs
• Includes federal government, periodicals, newspapers, books, search engines
• Commercial data is also available from market research firms
• Includes internal and external data
2-6
Types of Secondary Data
Internal Data
• Data generated inhouse
• May include analysis of customer files
External Data
Chapter 2 Consumer Research
Consumer Behavior, Ninth Edition
Schiffman & Kanuk
Chapter Outline
• Overview of the Consumer Decision Process
• Quantitative Research • Qualitative Research
• Consumers’ increased use of highly convenient technologies will create more records for marketers
– Administered by highly trained interviewer-analysts
– Findings tend to be subjective
2-8
Table 2-1
Study PBiblioteka Baidurpose
Types of Questions Data Collection Methods
2-9
Table 2-1 (continued)
Sampling Methods
Qualitative Research
• Small • Nonprobability
samples
Quantitative Research
• Large • Probability
samples
Data Analysis
• Analyzed by researchers who collected data
• Coded, tabulated, and entered into database
• Look for “key words” • Use of statistical
• Subjective
methods
• Helps researchers gain a better understanding of what the product symbolizes
2 - 11
Data Collection Methods Mechanical Observational
Research
• Uses mechanical or electronic device to record consumer behavior or response
2-2
The Consumer Research Process Figure 2.1
2-3
Developing Research Objectives
• Defining purposes and objectives helps ensure an appropriate research design.
Qualitative Research
• Provide insights about ideas
• Exploratory research before quantitative study
• Open-ended
Quantitative Research
• Describe target market
• A statement of objectives helps to define the type and level of information needed.
Subaru Video
2-4
Discussion Questions
Assume you are planning to open a new pizza restaurant near your campus.
• Results for strategic marketing decisions
• Close-ended
• Projective techniques • Observation
• Depth interviews
• Experimentation
• Focus groups
• Questionnaires
• What might be three objectives of a research plan for your new business?
• How could you gather these data?
2-5
Secondary Data
• Data that has been collected for reasons other than the specific research project at hand
2 - 10
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
2-7
Designing Primary Research
• Quantitative Research Designs
– Descriptive in nature – Findings can be generalized to larger
populations
• Qualitative Research Designs