Transcript Research Methods Handouts

Consumer Behavior Research Methods
Quantitative vs. Qualitative
Quantitative:
• Based on “numbers”
• More “closed ended”
• Quantify differences
• Larger sample sizes
Qualitative:
• Based on “intuition and experience”
• More “open ended”
• Interpretation by researcher
• Smaller sample sizes
Correlational vs. Experimental
Correlational:
• naturally occurring relationships
• Difficulty with cause & effect
Advantages
• Some things can’t be manipulated
• More “natural” look at behavior
• New phenomenon
• Several variables
Disadvantages
• Cause & Effect?
• Confounds ?
Experimental:
• cause & effect
• manipulate variables
• control extraneous variables
Independent Variable:
 Variable doing the causing
 “manipulated” variable
Dependent Variable:
 Variable being “effected”
 “measured” variable
Between Groups Experiment:
Random Assignment
Group 1:
Treatment
DV
Group 2:
Control
DV
Within Groups Experiment:
Before & After / Simple Baseline Design
DV
IV
DV
Research Tools
Surveys:
• ask people basic things
• often just opinions
• large sample
• scales and open end
• descriptive – use cross tabs
• not very in depth
• can get misrepresentation
Questionnaires / Tests:
• more detailed
• variety of methods to collect data
• typically quantitative
• convenient
• validity and reliability issues
• accuracy?
Focus Groups:

Small groups

In depth discussions

Trained moderator leads
 Leads

as the group dictates
Qualitative

BUT:
 Social
desirability
 Misrepresentation
 Memory
 Leading
questions
 Misinterpretation
 Interpretation
 See
by moderator
biases
what they want to see?
Interviews:
• one-on-one, diads, triads
• more open ended
• similar in some respects to focus groups
• can be long term
• more intimate questions than focus groups
• verbal and nonverbal important
• qualitative
• similar problems as with focus groups
Storytelling:
• consumers tell stories

about product

about similar products

about hypothetical products/situations
• features, use, experiences etc.
• qualitative
• insight from researcher
• focus on tangible and intangible
Ethnographics:
• extended time with consumer
• similar to storytelling
• but their life is the “story”
• direct observation
• relates consumer attitudes and actual usage
• context!
Ethnographics:
• Lifestyle
• Actual product usage
• Interviews:
• bonding is crucial
• subject leads
• observe environment (photo/video)
• observe non-verbal
Purchase Panels:
• group consumption examined
• individuals represent segments of pop.
• typically tracked electronically
• Neilson ratings
• TOPPS Club
• can see what sells
• track if ads are working
• see if patterns change after promotions
Correspondence Analysis:
• Perceptual Maps
• find out how many people say they think a
factor is important for different brands
• shows factors that “cluster” with a certain
brand
• graphical
eg. Tell which brands match each of the adjectives:
Ford BMW Mitsubishi Toyota
Fun
Prestige
Reliable
Good Resale
Quality
Speed
Practical
Honda
* Quality
* Prestige
Toyota * Reliable
BMW
* Good resale
Honda
* Speed
practical *
* Fun
Ford
* Many colors
Mitsubishi
Derived Importance:
• “underlying” reasons
• STATED IMPORTANCE
• compared to DERIVED IMPORTANCE

rate preference of different brands

rate how much attribute fits each brand

features that drive consumption should be
rated higher for more preferred brands
• graphical representation
 “quadrants”
of opportunity
Minimum
High Impact
Requirements
Requirements
Limited
Hidden
Opportunity
Opportunity
Stated
Importance
Derived Importance
* Good resale
* Quality
SI
* Low price
* Speed
* Fun
* Many colors
DI