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Research Methodology

Research Methodology. Rebecca Pera, PhD r ebecca.pera@polimi.it. 1 /43. Introduction to User/Consumer behaviour. Consumer behaviour, Eighth Edition SCHIFFMAN & KANUK. Part 1. definition. Users behaviour:. Part 1: Introduction.

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Research Methodology

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  1. Research Methodology Rebecca Pera, PhD rebecca.pera@polimi.it 1/43

  2. Introduction to User/Consumer behaviour Consumer behaviour,Eighth EditionSCHIFFMAN & KANUK Part 1

  3. definition Users behaviour: Part 1: Introduction The behaviour that consumers/users display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. 7/43 Consumer behaviourSchiffman & Kanuk Chapter 1

  4. definition Personal Consumer: The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. 8/43 Consumer behaviourSchiffman & Kanuk Chapter 1

  5. A Model of Consumer Decision Making process Sociocultural Environment 1. Family 2. Informal sources 3. Other noncommercial sources 4. Social class 5. Subculture and culture Firm’s Marketing Efforts 1. Product 2. Promotion 3. Price 4. Channels of distribution External Influence Input Consumer Decision Making Psychological Field 1. Motivation 2. Perception 3. Learning 4. Personality 5. Attitudes Need Recognition Prepurchase Search Evaluation of Alternatives Process Experience Purchase 1. Trial 2. Repeat purchase Post-Decision behaviour Output Postpurchase Evaluation 9/43 Consumer behaviourSchiffman & Kanuk Chapter 1

  6. Consumer behaviour,Eighth EditionSCHIFFMAN & KANUK Consumer/User research Chapter 2

  7. definition Positivism A consumer behaviour research approach that regards the consumer behaviour discipline as an applied science. 11/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  8. Quantitative Research • Descriptive in nature. • Enables marketers to “predict” consumer behaviour. • Research methods include experiments, survey techniques, and observation. • Findings are descriptive, empirical and generalizable. 13/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  9. definition Interpretivism A postmodernist approach to the study of consumer behaviour that focuses on the act of consuming rather than on the act of buying. 14/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  10. Qualitative Research • Consists of depth interviews, focus groups, metaphor analysis, collage research, and projective techniques… • Administered by highly trained interviewer-analysts. • Findings tend to be subjective. • Small sample sizes. 15/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  11. Comparisons between Positivism and Interpretivism PURPOSE Positivism Prediction of consumer actions Interpretivism Understanding consumption practices METHODOLOGY Positivism Quantitative Interpretivism Qualitative 16/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  12. Comparisons between Positivism and Interpretivism (continued) ASSUMPTIONS • Positivism • Rationality; consumers make decisions after weighing alternatives • The causes and effects of behaviour 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 17/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  13. The Consumer Research Process • Six steps • defining the objectives of the research • collecting and evaluating secondary data • designing a primary research study • collecting primary data • analyzing the data • preparing a report on the findings 18/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  14. The Consumer/user Research Process process Develop Objectives Collect Secondary Data • Design Qualitative Research • Method • Screener questionnaire • Discussion guide • Design Quantitative Research • Method • Sample design • Data collection instrument Conduct Research (Using highly trained interviewers)‏ Collect Primary Data (Usually by field staff)‏ Exploratory Study Analyze Data (Subjective)‏ Analyze Data (Objective)‏ Prepare Report Prepare report 19/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  15. Developing Research Objectives • Defining purposes and objectives helps ensure an appropriate research design. • A statement of objectives helps to define the type and level of information needed. 20/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  16. Secondary Versus Primary Data • Secondary data: data that has been collected for reasons other than the specific research project at hand • Primary data: data collected by the researcher for the purpose of meeting specific objectives 21/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  17. Major Source of Secondary Data Government Publications Periodicals & Books Internal Sources Commercial Data 22/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  18. Data Collection Methods Observation Experimentation Surveys 23/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  19. Observational Research • Helps marketers gain an in-depth understanding of the relationship between people and products by watching them buying and using products. • Helps researchers gain a better understanding of what the product symbolizes. • Widely used by interpretivist researchers. 24/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  20. Experimentation • Can be used to test the relative sales appeal of many types of variables. • Only one variable is manipulated at a time, keeping other elements constant. • Can be conducted in laboratories or in the field. 25/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  21. Survey Data Collection Methods Personal Interview Mail Telephone Online 26/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  22. MAIL TELEPHONE PERSONAL INTERVIEW ONLINE Cost Low Moderate High Low Speed Slow Immediate Slow Fast Response rate Low Moderate High Self-selection Geographic flexibility Excellent Good Difficult Excellent Interviewer bias N/A Moderate Problematic N/A Interviewer supervision N/A Easy Difficult N/A Quality of response Limited Limited Excellent Excellent Comparative Advantages 27/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  23. Attitude Scales • Likert scales: easy for researchers to prepare and interpret, and simple for consumers to answer. • Semantic differential scales: relatively easy to construct and administer. • Rank-order scales: subjects rank items in order of preference in terms of some criteria. 30/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  24. example Example of a Likert Scale Please place the number that best indicates how strongly you agree or disagree with each of the following statements about shopping online in the space to the left of the statement. 1 = Agree Strongly 2 = Agree 3 = Neither Agree or Disagree 4 = Disagree 5 = Disagree Strongly _____ a. It is fun to shop online. _____ b. Products often cost more online. _____ c. It is a good way to find out about new products. 31/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  25. example Semantic Differential Profiles of Three Pay-Per-Movie Services Poor Neutral Excellent 32/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  26. example 33/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  27. example Rank-Order Scales Rank the following computer manufacturers in terms of hotline help by placing a 1 next to the one who provides the best telephone help, a 2 next to the second best, until you have ranked all six. _____ IBM _____Hewlett Packard _____ Dell _____ Gateway _____ Compaq _____ NEC 34/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  28. Qualitative Data Collection Methods Depth Interviews Focus Groups Projective Techniques Metaphor Analysis 35/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  29. definition Focus Group A qualitative research method in which eight to ten persons participate in an unstructured group interview about a product or service concept. 36/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  30. example Selected Portions of a Discussion Guide 1. Why did you decide to use your current cellular company? (Probe)‏ 2. How long have you used you current cellular company? (Probe)‏ 3. Have you ever switched services? When? What caused the change? (Probe)‏ 4. What do you think of the overall quality of your current service? (Probe)‏ 5. What are the important criteria in electing a cellular service? (Probe)‏ 37/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  31. example Cognitive Map 38/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  32. definition Projective Techniques Research procedures designed to identify consumers’ subconscious feelings and motivations. 39/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  33. Metaphor Analysis Collage Based on belief that metaphors are the most basic method of thought and communication. 40/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  34. example Creative Cards 42/43 Consumer behaviourSchiffman & Kanuk Chapter 2

  35. example Collage 43/43 Consumer behaviourSchiffman & Kanuk Chapter 2

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