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BMAKT3101
CONSUMER BEHAVIOR
Chapter Outline
Introduction to Quantitative and Qualitative Research Overview of the Consumer Decision Process Quantitative Research Qualitative Research
BMAKT3101
CONSUMER BEHAVIOR
Quantitative Research
Descriptive in nature. Enables marketers to predict consumer behavior (positivism). Research methods include experiments, survey techniques, and observation. Findings are descriptive, empirical, and can be generalized to larger populations.
BMAKT3101
CONSUMER BEHAVIOR
Qualitative Research
Consists of depth interviews, focus groups, metaphor analysis, collage research, and projective techniques. Administered by highly trained intervieweranalysts. Findings tend to be subjective. Small sample sizes.
BMAKT3101
CONSUMER BEHAVIOR
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BMAKT3101
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Table 2-1
Study Purpose Quantitative Research Provide insights Describe target about ideas market Exploratory research Results for before quantitative strategic study marketing decisions Open-ended Close-ended Unstructured Attitude scales Qualitative Research Projective techniques Observation Depth interviews Experimentation CONSUMER BEHAVIOR Focus groups Questionnaires
Data Analysis
Analyzed by Coded, tabulated, researchers who and entered into collected data database Look for key words Use of statistical CONSUMER BEHAVIOR methods Subjective
BMAKT3101
CONSUMER BEHAVIOR
BMAKT3101
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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?
BMAKT3101
CONSUMER BEHAVIOR
Secondary Data
Data that has been collected for reasons other than the specific research project at hand Includes internal and external data
BMAKT3101
CONSUMER BEHAVIOR
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
BMAKT3101
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BMAKT3101
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BMAKT3101 CONSUMER BEHAVIOR
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BMAKT3101
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BMAKT3101
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BMAKT3101
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BMAKT3101
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Probability Sampling
Nonprobability Sampling
Probability sampling, or random sampling, is a sampling technique in which the probability of getting any particular sample may be calculated.
Non-probability sampling is a sampling technique where the samples are gathered in a process that does not give all the individuals in the population equal chances of being selected.
BMAKT3101
CONSUMER BEHAVIOR
BMAKT3101
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The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group.
The population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview.
BMAKT3101
CONSUMER BEHAVIOR
BMAKT3101
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References
These slides are taken from Kotler and Keller. Marketing Management, 13th ed.
BMAKT3101
CONSUMER BEHAVIOR