Transcript Consumer Behaviour Bangor Transfer Abroad Programme

Consumer Behaviour
CONSUMER SURVEY
RESEARCH
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Consumer Behaviour
Survey Research
A method of collecting
primary data by
communicating with a
representative sample
of people
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Consumer Behaviour
Survey Research Design
• The way the environment is controlled or
organized
• Environmental variables to control
When the survey is given
How the survey is given
▫ The sample size
▫ Number of groups
• The more environmental control, the more
accurate the results will be
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Consumer Behaviour
What questions do you
have?
Selecting a survey research design
should be based on the survey
question(s) you are trying to
answer
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Consumer Behaviour
Based on simple idea:
“… the best way to find
out what consumers
think is to ask them.”
(Zikmund)
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Consumer Behaviour
Properly conducted Surveys can
be:
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Quick
Inexpensive
Efficient
Accurate
Flexible
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Consumer Behaviour
Problems with Surveys
come from:
• Nonresponse error
• Response bias
• Administrative error
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Consumer Behaviour
NonResponse Error
The difference between
a survey that includes
only respondents and a
perfect survey that also
includes
nonrespondents
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Consumer Behaviour
Response Bias
Where respondents
answer survey questions
with a bias that
misrepresents truth
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Consumer Behaviour
Administrative Error
- data processing error
- sample selection error
- interviewer error
- interviewer cheating
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Consumer Behaviour
Asking Consumers Questions
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Major Decisions
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What to ask
How questions are phrased
Sequence of questions
Layout
Pretesting
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What Questions?
… will be determined by
• Type of Marketing Decision
• Problem definition
• Primary research objectives
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Consumer Behaviour
Two Main Types of
Question:
1. Closed
2. Open
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Closed-ended questions can be:
Dichotomous
Multiple
Likert scale
Semantic differential
Rank order
Numeric
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Dichotomous
Description:
Question offering two choices
Example:
Did you watch television at all yesterday?
Yes / No
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Multiple
Description:
Question offering three or more choices
Example:
Which of these shops do you prefer?
Next / River Island / Gap Top Shop/ Top Man
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Likert scale
Description:
Statement with which respondent shows
the amount of agreement / disagreement
Example:
Assessment by course-work is easier than assessment
by examination
Strongly
agree
Agree
Neither
agree nor
disagree
Disagree
Strongly
disagree
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Semantic differential
Consumer Behaviour
Description:
Scale is inscribed between two bipolar words and respondent
selects the point that most represents the direction and intensity o
his / her feelings
Example:
The course I am taking is.............
Interesting :_____:_____:_____:_____:_____: Boring
Useful
:_____:_____:_____:_____:_____: Useless
Easy
:_____:_____:_____:_____:_____: Difficult
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Rank order
Consumer Behaviour
Description:
Respondent is asked to rate or rank each option that applies.
This allows the researcher to obtain information on relative
preferences, importance etc.
Example:
Please indicate, in rank order, your preferred chocolate bar,
putting 1 next to your favourite through to 5 for your least
favourite.
Snickers Bar
Dove bar
Wispa
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Mars Bar
Creme Egg
Consumer Behaviour
Numeric
Description:
Respondent specifies a particular value (can
include decimal places)
Example:
How far (to the nearest kilometre) did you travel
today to reach this College?
________km
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Consumer Behaviour
Advantages of Closed-Ended Questions
•Quick to answer
•Easy to code
•No difference between articulate
and inarticulate respondents
Disadvantages of Closed-Ended Questions
• Can draw misleading conclusions because of limited range of
options
• Researcher / interviewer cannot deal with qualifications to
responses
e.g. "Yes, but….." or "It depends" where only Yes/No are
given as options
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Consumer Behaviour
Open-ended questions
Unstructured
Word Association
Sentence completion
Story completion
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Consumer Behaviour
Unstructured
Description:
Question that respondents can answer in an
unlimited number of ways?
Example:
Why did you enrol for this course at HAUT?
…………………………………………………………
…………………… …………………………………..
…………………………………………………………
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Word Association
Consumer Behaviour
Description:
Words are presented one at a time and respondents
give the first word that comes to mind
Example:
What is the first thing that comes to mind when you
hear the following?
Lecture
Interesting
Computer
Exciting
Exam
Challenge
Tutorial
Rewarding
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Consumer Behaviour
Sentence completion
Description:
Incomplete sentences are presented, one at a
time, and respondents are asked to complete the
sentence
Example:
My worst shopping experience while visiting
ZhengZhou happened when……………….
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Story completion
Description:
An incomplete story is presented and
respondents asked to complete it
Example:
I sat down at the kitchen table, picked up a
spoon, then looked at the Chicken and
Mushroom flavour Instant Noodles in front of
me…….
NOW COMPLETE THE STORY
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Consumer Behaviour
Advantages of Open-Ended Questions
• Greater freedom of expression
• No bias due to limited response ranges
• Respondent can qualify their answers
Disadvantages of Open-Ended Questions
• Time
consuming to code
• Researcher / interviewer may misinterpret
and therefore misclassify) a response
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Consumer Behaviour
Questionnaire Layout
• Always Introduce questionnaire
• Move from general to specific
• Use “filter” questions
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Consumer Behaviour
Checklist for Questionnaires
1. Have you avoided all leading questions?
2. Is the question as specific as possible?
.
3. Are the questions going to be understood by all
respondents?
4. Is each question applicable to all respondents?
5. Are any of your questions double - barreled?
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Consumer Behaviour
SAMPLING
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Consumer Behaviour
Examine a Part of the Whole
In most surveys access to the entire population
is near impossible,
The results from a survey with a carefully
selected sample will reflect extremely closely
those that would have been obtained had the
population provided the data.
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Bias
The one thing above all to avoid.
There is usually no way to fix a biased sample
and no way to salvage useful information from it.
The best way to avoid bias is to select individuals
for the sample at random.
The value of deliberately introducing randomness is one of the
great insights of Statistics
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Consumer Behaviour
There are essentiality two types of
sampling:
• probability
• non-probability
sampling.
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Probability Sampling Methods
Probability or random sampling gives all members of
the population a known chance of being selected for
inclusion in the sample and this does not depend
upon previous events in the selection process.
The selection of individuals does not affect the
chance of anyone else in the population being
selected.
Many statistical techniques assume that a sample
was selected on a random basis
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Randomise
Consumer Behaviour
Randomisation can protect you against factors
that you know are in the data.
It can also help protect against factors you are
not even aware of.
Randomising protects us from the influences of
all the features of our population, even ones
that we may not have thought about.
Randomising makes sure that on the average
the sample looks like the rest of the population
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Randomize
Individuals are randomly selected. No one
group should be over-represented. Sampling
randomly gets rid of bias.
Random samples rely on the absolute
objectivity of random numbers.
There are tables and books of random digits
available for random sampling. Statistical
software can generate random digits (e.g.,
Excel)
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Consumer Behaviour
Four basic types of random sampling
techniques:
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Simple Random Sampling
Systematic Sampling
Stratified Sampling
Cluster or Multi-stage Sampling
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Simple Random Sampling
This is the ideal choice as it is a ‘perfect’ random
method.
Using this method, individuals are randomly
selected from a list of the population and every
single individual has an equal chance of selection.
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Consumer Behaviour
Simple Random Samples
To select a sample at random, we first need to define where the
sample will come from.
The sampling frame is a list of individuals from which the
sample is drawn.
E.g., To select a random sample of students from a college, we
might obtain a list of all registered full-time students.
When defining sampling frame, must deal with details defining
the population; are part-time students included? How about
current study-abroad students? Once we have our sampling
frame, the easiest way to choose an SRS is with random
numbers.
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Consumer Behaviour
Non-probability Sampling
Methods
Non-probability sampling procedures are
much less desirable, as they will almost
certainly contain sampling biases.
Unfortunately, in some circumstances
such methods are unavoidable.
In Consumer Research the most
frequently-adopted form of non-probability
sampling is known as quota sampling.
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Quota Sampling
Consumer Behaviour
Similar to cluster sampling in that it requires the definition of key
subgroups.
Main difference lies in the fact that quotas (i.e. the amount of people
to be surveyed) within subgroups are set beforehand (e.g. 25% 16-24
yr olds, 30% 25-34 yr olds, 20% 35-55 yr olds, and 25% 56+ yr olds)
Usually proportions are set to match known population distributions.
Interviewers then select respondents according to these criteria rather
than at random.
The subjective nature of this selection means that only about a
proportion of the population has a chance of being selected in a
typical quota sampling strategy.
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