Research Methodology

Rebecca Pera, PhDrebecca.pera@polimi.it

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Introduction to User/Consumer behaviour

Consumer behaviour,Eighth Edition

SCHIFFMAN & KANUK

Part 1

Users behaviour:

definition

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.

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Part 1: Introduction

Consumer behaviour Schiffman & Kanuk Chapter 1

Personal Consumer:

definition

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.

Consumer behaviour Schiffman & Kanuk Chapter 18/43

Firm’s Marketing Efforts1. Product2. Promotion3. Price4. Channels of distribution

Sociocultural Environment1. Family2. Informal sources3. Other noncommercial sources4. Social class5. Subculture and culture

Output

Process

Input

Ex

tern

al

Influ

en

ce

Co

ns

um

er D

ec

isio

n

Ma

kin

gP

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t-D

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n be

ha

vio

ur Postpurchase

Evaluation

Purchase1. Trial2. Repeat purchase

Need Recognition

Prepurchase Search

Evaluation of

Alternatives

Psychological Field1. Motivation2. Perception3. Learning4. Personality5. Attitudes

Experience

A Model of Consumer Decision Making

Consumer behaviour Schiffman & Kanuk Chapter 19/43

process

Consumer/User research

Consumer behaviour,Eighth Edition

SCHIFFMAN & KANUK

Chapter 2

Positivism

definition

A consumer behaviour research approach that regards the consumer behaviour discipline as an applied science.

Consumer behaviour Schiffman & Kanuk Chapter 211/43

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.

Consumer behaviour Schiffman & Kanuk Chapter 213/43

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.

Consumer behaviour Schiffman & Kanuk Chapter 214/43

• 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.

Qualitative Research

Consumer behaviour Schiffman & Kanuk Chapter 215/43

PURPOSE

METHODOLOGY

Positivism

Prediction of consumer actions

Positivism

Prediction of consumer actions

Interpretivism

Understanding consumption

practices

Interpretivism

Understanding consumption

practices

Positivism

Quantitative

Positivism

Quantitative

Interpretivism

Qualitative

Interpretivism

Qualitative

Comparisons between Positivism and Interpretivism

Consumer behaviour Schiffman & Kanuk Chapter 216/43

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

Consumer behaviour Schiffman & Kanuk Chapter 217/43

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

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Develop Objectives

Collect Secondary Data

Design Qualitative Research•Method• Screener questionnaire• Discussion guide

Prepare Report

Analyze Data(Subjective)

Conduct Research(Using highly trained

interviewers)Exploratory

Study

Prepare report

Analyze Data(Objective)

Collect Primary Data(Usually by field staff)

Design Quantitative Research•Method• Sample design• Data collection instrument

The Consumer/user Research Process

Consumer behaviour Schiffman & Kanuk Chapter 219/43

process

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.

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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

Consumer behaviour Schiffman & Kanuk Chapter 221/43

Government Publications

Internal Sources

Periodicals &

Books

Commercial Data

Major Source of Secondary Data

Consumer behaviour Schiffman & Kanuk Chapter 222/43

Data Collection Methods

Observation

Experimentation

Surveys

Consumer behaviour Schiffman & Kanuk Chapter 223/43

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.

Consumer behaviour Schiffman & Kanuk Chapter 224/43

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.

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Survey Data Collection Methods

Personal Interview

Mail

Telephone

Online

Consumer behaviour Schiffman & Kanuk Chapter 226/43

MAIL TELEPHONEPERSONAL INTERVIEW

ONLINE

Cost Low Moderate High LowSpeed Slow Immediate Slow FastResponse 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

Consumer behaviour Schiffman & Kanuk Chapter 227/43

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.

Consumer behaviour Schiffman & Kanuk Chapter 230/43

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 Strongly2 = Agree3 = Neither Agree or Disagree4 = Disagree5 = 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.

Example of a Likert Scale

Consumer behaviour Schiffman & Kanuk Chapter 231/43

example

1

2

3

4

5

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Cla

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DVD

DigitalCableDIVX

Excellent

Neutral

Poor

Semantic Differential Profiles of Three Pay-Per-Movie Services

Consumer behaviour Schiffman & Kanuk Chapter 232/43

example

Consumer behaviour Schiffman & Kanuk Chapter 233/43

example

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

Rank-Order Scales

Consumer behaviour Schiffman & Kanuk Chapter 234/43

example

Qualitative Data Collection Methods

Depth Depth InterviewsInterviews

Projective Projective TechniquesTechniques

FocusFocusGroupsGroups

Metaphor Metaphor AnalysisAnalysis

Consumer behaviour Schiffman & Kanuk Chapter 235/43

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.

Consumer behaviour Schiffman & Kanuk Chapter 236/43

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)

Selected Portions of a Discussion Guide

Consumer behaviour Schiffman & Kanuk Chapter 237/43

example

Consumer behaviour Schiffman & Kanuk Chapter 238/43

exampleCognitive Map

definition

Projective Techniques

Research procedures designed to identify consumers’ subconscious feelings and motivations.

Consumer behaviour Schiffman & Kanuk Chapter 239/43

Metaphor Analysis

Based on belief that metaphors are the most basic method of thought and communication.

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Collage

Creative Cards

Consumer behaviour Schiffman & Kanuk Chapter 242/43

example

Collage

Consumer behaviour Schiffman & Kanuk Chapter 243/43

example