Research Methods

Consumer Research Methods
Methods of consumer research Primary research methods Advantages and disadvantages of each method
MKTG 371
RESEARCH METHODS
Lars Perner, Instructor
Two Research Methods

Secondary: use of existing research already done
Government Consulting firms Newspaper and magazine articles
Primary: creation of specific studies to answer specific questions

MKTG 371
RESEARCH METHODS
ABI Inform
Specializes in business related publications Search choices
Subject terms
Snow-balling new subject terms

MKTG 371
Personal Name Product Name, Company Name Abstract All basic search fields
RESEARCH METHODS
Snow-balling example
Subject=Asian + Subject=Advertising Television stations, Television markets, Asian Americans, Television Advertising, Studies, Minority & Ethnic Groups
MKTG 371
RESEARCH METHODS
Lexis-Nexis (Academic)
From within Lexis-Nexis, select Guided Search
Several different optionse.g., General News vs. Business News
Allows for search through full text
MKTG 371
RESEARCH METHODS
Business & Industry

Great coverage of trade journals Excellent indexing of articles by
Country/region Industry Business/marketing concepte.g.
Consumer marketing Market Research Teen Market
MKTG 371
RESEARCH METHODS
Other
Industry and Company Info
Not as useful for this course but good for job hunting
Hoovers
Identify competitors, industry
Some print sources:

Best Customers Statistical Abstracts
Country information
Stat-USA Economist Intelligence Unit
Standard and Poors Industry Surveys

MKTG 371
RESEARCH METHODS
Other Sources When You Do Not Have Access to Lexis-Nexis/ABI

Newspaper back indicesusually have to pay for older articles Business Week online and other business periodicals Google news: current articles only
http://news.google.com/
MKTG 371
RESEARCH METHODS
Primary Research Methods

Surveys Experimentation Focus groups In-depth interviews Projective techniques Physiological Measures
MKTG 371
RESEARCH METHODS
Surveys
Planned questions
Open-ended Closed-ended
Forms
Mail Telephone Mall Intercept Computer/Internet
Sample size and inferences
Biases
Wording Response Interviewer
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Computer/Online surveys
Getting people to follow instructions Opportunities for branching (contingent questions) Sampling frame and response Possible emerging opportunities
Correlating data on which not all respondents have answered the same questions
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Experimentation
Real world relevance vs. control (internal vs. external validity) Treatments and factorial designs Sample sizes and inferences
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Focus Groups
Groups of 8-12 consumers assembled Start out talking generally about context of product Gradually focus in on actual product
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In-depth interviews
Structured vs. unstructured interviews Generalizing to other consumers Biases
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Projective Techniques
Measurement of attitudes consumers are unwilling to express Consumer discusses what other consumer might think, feel, or do
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MKTG 371
RESEARCH METHODS
Observation
Consumer is observed-preferably unobtrusively-while:
Examining products prior to making a purchase Using a product Engaging in behavior where the product may be useful
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Physiological Measures
Devices attached to the consumer to measure
Arousal Eye movement
Consumer feedback
Lever pulled to positive or negative positions Squeeze on ball
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Scanner Data
Panel members in test communities agree to
Swipe a card prior to each purchase Have purchases matched to
demographic profiles media/coupon exposure promotional status of competing brands past purchases
Problems:
Aggregation over household Aggregation bias--averages of disparate segments obscure!
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Definition
Confound: The tendency of some phenomenon to be caused at least in part by some variable other than the one of interest. E.g., are tall women more or less likely to wear high heels?
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MKTG 371
RESEARCH METHODS
Confounds
What is cause, what is effect, and what is coincidence? Correlation is not necessarily cause Lurking factors may be real cause of
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Does having more toys cause children to be more intelligent? Are tall women more or less likely to wear high heels? Do vaccinations cause autism? Does Prozac cause suicide? Do fish-heavy diets cause stomach cancer?
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Issues in International Primary Research

Social desirability/ willingness to stand out ---> need to adjust data Willingness to criticize products Familiarity with being surveyed New technologies (e.g., scanner data) -usually less well developed than in the U.S. Reachability of respondents Selection of appropriate respondent
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Why We Buy Chapter 1: A Science Is Born

Trackers High vs. low tech tools Massive database Repetitive, nonglorious work
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Chapter 2: What Retailers Dont Know

Conversion rates What do managers actually knowor think they know? Knowing the neighborhood Waiting line
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Chapter 3 The Twilight Zone

The Transition Zone Effects of automatic doors Productive uses of the transition zone Tradeoffs in real life
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Why We Buy Ch. 4You Need Hands

Important to visualize the consumer in actual shopping situation Some purchases may not be important enough to warrant logisticsmust make it easier to reach products Where to place baskets in stores? Disneylands experiencethinking like a visitor
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Ch. 5 How to Read a Sign

Objectives
Get shoppers attention Induce to look and shop Deliver useful and understandable info
McDonalds menusprime exposure opportunities CNN Airport television sets

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Ch. 6Shoppers Move Like People

Why not be next to a bank? What do mirrors do to walking traffic? Chevroning advantages and disadvantages
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Research Methods

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Consumer Research Methods

Lars Perner, Instructor

Two Research Methods

Primary: creation of specific studies to answer specific questions

Lars Perner, Instructor

Lars Perner, Instructor

Allows for search through full text

Lars Perner, Instructor

Business & Industry

Lars Perner, Instructor

Some print sources:

Standard and Poors Industry Surveys

Lars Perner, Instructor

Other Sources When You Do Not Have Access to Lexis-Nexis/ABI

Lars Perner, Instructor

Primary Research Methods

Lars Perner, Instructor

Sample size and inferences

Lars Perner, Instructor

Lars Perner, Instructor

Lars Perner, Instructor

Lars Perner, Instructor

Lars Perner, Instructor

Lars Perner, Instructor

Lars Perner, Instructor

Lars Perner, Instructor

Lars Perner, Instructor

Lars Perner, Instructor

Lars Perner, Instructor

Issues in International Primary Research

Why We Buy Chapter 1: A Science Is Born

Lars Perner, Instructor

Chapter 2: What Retailers Dont Know

Lars Perner, Instructor

Chapter 3 The Twilight Zone

Lars Perner, Instructor

Why We Buy Ch. 4You Need Hands

Lars Perner, Instructor

Ch. 5 How to Read a Sign

McDonalds menusprime exposure opportunities CNN Airport television sets

Lars Perner, Instructor

Ch. 6Shoppers Move Like People

Lars Perner, Instructor

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