Professional Documents
Culture Documents
External Influence
Process
Output
Post-Decision
Behavior
Input
Need
Recognition
Prepurchase
Search
Evaluation of
Alternatives
Purchase
1. Trial
2. Repeat purchase
Postpurchase Evaluation
Sociocultural Environment
1. Family
2. Informal sources
3. Other noncommercial
sources
4. Social class
5. Subculture and culture
Psychological Field
1. Motivation
2. Perception
3. Learning
4. Personality
5. Attitudes
Experience
A Model of
Consumer
Decision
Making
Quantitative Research
Descriptive in nature.
Enables marketers to predict consumer
behavior.
Research methods include experiments,
survey techniques, and observation.
Findings are descriptive, empirical and
generalizable.
Positivism
Qualitative Research
Consists of depth interviews, focus groups,
Interpretivism
Interpretivism
Interpretivism
Understanding
Understandingconsumption
consumption
practices
practices
Interpretivism
Interpretivism
Quantitative
Quantitative
Positivism
Rationality; consumers make
decisions after weighing
alternatives
The causes and effects of
behavior can be identified
Individuals are problem
solvers
A single reality exists
Events can be objectively
measured
Interpretivism
No single, objective truth
Reality is subjective
Cause and effect cannot be
isolated
Each consumption
experience is unique
Researcher/respondent
interactions affect research
findings
research
collecting and evaluating secondary
data
designing a primary research study
collecting primary data
analyzing the data
preparing a report on the findings
Conduct Research
(Using highly trained
interviewers)
Analyze Data
(Subjective)
Prepare Report
Exploratory
Study
Analyze Data
(Objective)
Prepare report
Developing Research
Objectives
Defining purposes and objectives helps
Primary data:
data collected
by the
researcher for
the purpose of
meeting
specific
objectives
Periodicals
&
Books
Internal
Sources
Commercial
Data
Observational Research
Helps marketers gain an in-depth
Experimentation
Can be used to test the relative sales
TELEPHONE
Low
Slow
Moderate
Immediate
PERSONAL
INTERVIEW
High
Slow
Low
Moderate
High
Excellent
Good
Difficult
Excellent
N/A
Moderate
Problematic
N/A
N/A
Easy
Difficult
N/A
Limited
Limited
Excellent
Excellent
ONLINE
Low
Fast
Selfselection
Validity
Reliability
Attitude Scales
Likert scales: easy for researchers to
Excellent
Neutral
Poor
_____Hewlett Packard
_____ Gateway
_____ NEC
Focus
Groups
Projective
Techniques
Metaphor
Analysis
Focus Group
A qualitative research
method in which eight
to ten persons
participate in an
unstructured group
interview about a
product or service
concept.
http://www.harrisinteractive.com/uk/
Consumer Discussion Forums
Online interviews
Facebook updates
Online Focus
Groups
Projective
Techniques
Research procedures
designed to identify
consumers
subconscious feelings
and motivations.
Metaphor Analysis
Based on belief that metaphors are the
Systematic random
sample
Stratified random
sample
Cluster (area)
sample
Quota sample