Professional Documents
Culture Documents
Learning Objectives
1. To Understand the Importance of Consumer Research for Firms and Their Brands, as Well as Consumers. 2. To Understand the Steps in the Consumer Research Process.
3. To Understand the Importance of Establishing Specific Research Objectives as the First Step in the Design of a Consumer Research Project.
Chapter Two Slide 2
Why Do Marketers Regularly Test Print Ads Like This One Before They Are Placed in the Media?
To Test the Impact of the Message Before Spending Large Amounts of Money
Discussion Questions
Assume you are planning to open a new pizza restaurant near your campus.
What might be three objectives of a research plan for your new business? How could you gather these data?
Secondary Data
Data that has been collected for reasons other than the specific research project at hand Includes internal and external data
External Data
Data collected by an outside organization Includes federal government, periodicals, newspapers, books, search engines Commercial data is also available from market research firms
Chapter Two Slide 12
Qualitative Research
Depth Interviews Focus Groups Projective Techniques Metaphor Analysis
Sentence Completion
Photo/Visual The researcher creates/selects a series of photos of consumers, different for brands or products, range of print ads, etc., to serve as stimuli. The Storytelling respondents are asked to discuss or tell a story based on their response to a photo or some other visual stimulus. Role Playing Is quite similar to storytelling; however, instead of telling a story, the participant(s) will be given a situation and asked to act out the role(s), often with regard to a product or brand, or particular selling situation.
Chapter Two Slide 21
Quantitative Research
Observation Experimentation Survey questionnaires
Discussion Questions
What might direct marketers test in experiments? How can they use the results?
Speed
Response rate Geographic flexibility Interviewer bias Interviewer Supervision
Slow
Low Excellent N/A N/A
Immediate
Moderate Good Moderate Easy
Slow
High Difficult Problematic Difficult
Fast
Self-selected Excellent N/A N/A
Attitude Scales
Likert scales
Asked to agree or disagree with a statement Easy to prepare & interpret Simple for consumers
Measures likelihood consumers will act a certain way Easy to construct and administer