Consumer Research Process

Question 1

Consumer research process , see model pg. 25 (know 6 steps)

Answer 1

6 steps (see image)

(1) defining objectives of research
(2) collecting/evaluating secondary data
(3) designing a primary research study
(4) collecting primary data
(5) analyzing data
(6) preparing report of the findings

Question 2

Differences between secondary and primary data

Answer 2

primary research: new research especially designed/collected for purposes of current research problems

1. qualitative: focus groups, depth interviews, specific associated research approach
2. quantitative: observational research, experimentation, survey research

secondary data: already existing info that was originally gathered for research purpose other than present research

Question 3

Depth interview vs. focus group

Answer 3

depth interview: one on one interview (20-60 mins duration)

focus group:“discussion group” often consists of 8-10 participants that meet with a researcher-moderator-analyst to focus on/explore particular product category

Question 4

Projective techniques (see table 2.1)

Answer 4

(see image)

Question 5

Surveys (personal interview surveys, telephone surveys, mail surveys, e-mail surveys)

Answer 5

(see image)

personal interview surveys: face-to-face in public space or retail shopping area

telephone surveys: used to collect customer data however evenings/weekends are best time to reach customers who tend to be less responsive even hostile

mail surveys: conducted by sending questionnaires directly to individuals at home w/ low response rates. finding new techniques to increase returns such as self address envelopes, provocative questionnaire, cocaine, penis

e-mail surveys: popular alternative

Question 6

Guidelines for wording questions—table 2.3

Answer 6

(1) avoiding leading questions: do you often shop at savings stores as staples
(2) avoid 2 questions in one: in your view did you save money AND recieve good service when you last visited staples
(3) questions must be clear: where do you usually shop for home office supplies?
(4) use words that customers routinely use: do not use verb ‘rectify,’ use verb ‘to correct’
(5) respondents must be ABLE to answer questions: unlikely that any respondents can accurately answer the question “how many newspapers or tv ads for staples did you read/see during the last month”
(6) respondents must be WILLING to answer questions

Question 7

Attitude scales (Likert, semantic, behavior intention and rank-order scales)

Answer 7

Likert: most popular form of attitude scale b/c its easy for researchers to prepare/interpret/simple for customers to answer. 1-5 agree <- >disagree

semantic: relatively easy to construct and administer bipolar adjectives such as good, bad, hot, cold

behavior intention: measures likelihood that customers will act certain way in future such as buying products again or recommending to friends

rank-order scales: common sense dick

Question 8

Dr. Rapaille unique approach to marketing research:

Answer 8

You Tube video clip: http://www.youtube.com/watch?v=SWiMhNEha90

not available