[Research];[Differences between Ha Noi, HCM, Da Nang ...]

Market research top-lineMarket research top-line No.3 – May - 2009

Vietnam regional differences - HCMC, Hanoi, Central (Danang), MekongDelta (Can Tho) in brand attitudes, service requirement, pricesensitivity, channel preference and A&P preferences.

HIGHLIGHTS:

Quantitative research techniques

HCMC HA NOI DANANG CANTHO

About

Viettrack is a monthly market research top-line developed by FTAresearch & consultant Vietnam in conjunction with ESOMAR (WorldResearch Association with over 5,000 members across 100 countries).

Viettrack aims to: Provide snapshots on Vietnam consumers based on panel of 2,000 Vietnamese

consumers across 6 key cities (HCMC, Hanoi, Danang, Cantho, Haiphong, Nhatrang) Explain market research terms, usage, application, methodologies for Vietnam

market Introduce new developments in market research worldwide and Asia Pacific region. Interact with marketers in Vietnam on approach and direction for a most effective

and value for investment usage of market research. Eventually, this would helpreduce marketing failures and expand the research industry in Vietnam

Viettrack is a monthly market research top-line developed by FTAresearch & consultant Vietnam in conjunction with ESOMAR (WorldResearch Association with over 5,000 members across 100 countries).

Viettrack aims to: Provide snapshots on Vietnam consumers based on panel of 2,000 Vietnamese

consumers across 6 key cities (HCMC, Hanoi, Danang, Cantho, Haiphong, Nhatrang) Explain market research terms, usage, application, methodologies for Vietnam

market Introduce new developments in market research worldwide and Asia Pacific region. Interact with marketers in Vietnam on approach and direction for a most effective

and value for investment usage of market research. Eventually, this would helpreduce marketing failures and expand the research industry in Vietnam

Market research top-line

Regional differences:- brand attitude

Regional differences:- brand attitude

FIGURES OF THE MONTH

95

89

50

82

5

11

50

18

AGREE

DO NOT AGREE

%

Hanoi consumers tend to be least loyal; they adopt new brandmuch more frequently compared to other cities.

HCMC

HANOI

“I seldom switch brand”

FTA Viettrack panel - May 2009

95

89

50

82

5

11

50

18

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


76

63

69

73

24

37

31

27

AGREE

DO NOT AGREE

Consumers in the South (HCMC, Can Tho) seem to be moreenvironmentally conscious

HCMC

%

“I like to buy products which are environmentally friendly”


76

63

69

73

24

37

31

27

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


88

64

65

66

12

36

35

34

AGREE

DO NOT AGREE

Can Tho consumers are least in terms of seeking brand “badgevalue”

HCMC

%

“I like to use well known premium brands”


88

64

65

66

12

36

35

34

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


78

76

59

83

22

24

41

17

AGREE

DO NOT AGREE

HCMC consumers would tend to trust and rely on their first experiencewith a brand while Hanoi consumers are selecting harder and couldchange their mind several times during their purchase process.

HCMC

HANOI

%

“First impression on a brand is important”


78

76

59

83

22

24

41

17

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


Regional differences:- service preference

Regional differences:- service preference


38

61

66

48

62

39

34

52

AGREE

DO NOT AGREE

Privilege required seem to increase from South to North

HCMC

%“Treated as VIP is what I prefer”


38

61

66

48

62

39

34

52

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


74

67

70

80

26

33

30

20

AGREE

DO NOT AGREE

Southern consumers are strongly rejecting bad service attitude

HCMC

%

“Service attitude is even more important than product itself”


74

67

70

80

26

33

30

20

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


Regional differences:- price sensitivity

Regional differences:- price sensitivity


66

75

59

25

34

25

41

75

AGREE

DO NOT AGREE

People in Central and Mekong Delta are more likely to buy in largequantity to save

HCMC

%“I usually buy in bulk to save money”


66

75

59

25

34

25

41

75

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


68

75

73

62

32

25

27

38

AGREE

DO NOT AGREE

HCMC consumers do not care as much as other cities in planning theirmonthly expenses

HCMC

%

“I usually have plan for my monthly expenses”


68

75

73

62

32

25

27

38

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


46

68

70

55

54

32

30

45

AGREE

DO NOT AGREE

HCMC

Northern people claim to pay more for the product/ service which areunique.

%“I pay more for new or unique product/ service”


46

68

70

55

54

32

30

45

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


48

59

55

28

52

41

45

72

AGREE

DO NOT AGREE

HCMC

HANOI

Central and North like price bargaining more

%

“I like price bargaining better than fixed price”


48

59

55

28

52

41

45

72

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


Regional differences:- channel preferenceRegional differences:- channel preference


70

63

56

26

30

37

44

74

AGREE

DO NOT AGREE

HCMC

Except HCMC, wet market remains strong in consumers’ preferenceacross regions

%“I prefer buying at wet market”


70

63

56

26

30

37

44

74

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


Regional differences:- ad & promotion

preference

Regional differences:- ad & promotion

preference


78

51

66

34

22

49

34

66

AGREE

DO NOT AGREE

HCMC

HCMC consumers are most fed up with ads

%“I often buy products which I have seen ads”


78

51

66

34

22

49

34

66

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


53

56

70

63

47

44

30

37

AGREE

DO NOT AGREE

Bigger cities would trust their own network of information more

HCMC%

“I do not trust ads; friends recommendation is better”


53

56

70

63

47

44

30

37

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


44

44

66

75

56

56

34

25

AGREE

DO NOT AGREE

HCMC

Billboard caught more attention in bigger cities

%

“I like looking at outdoor ads & billboard”


44

44

66

75

56

56

34

25

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


44

56

64

86

56

44

36

14

AGREE

DO NOT AGREE

HCMC

HANOI

LCD advertising is very much favored in HCMC

%

“LCD ad is great idea”


44

56

64

86

56

44

36

14

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


43

50

76

49

57

50

24

51

AGREE

DO NOT AGREE

HCMC

Premium ad execution would strike more effect in Hanoi

%

“I like advertising with premium & prestigious style”


43

50

76

49

57

50

24

51

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


79

52

76

89

21

48

24

11

AGREE

DO NOT AGREE

HCMC

HANOI

Humorous ads are preferred across cities, particularly HCMC.

%

“Humorous ad catch my attention always”


79

52

76

89

21

48

24

11

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


77

62

79

79

23

38

21

21

AGREE

DO NOT AGREE

HCMC

In general, point of sales activities are welcomed by consumersacross cities.

%

“I like the marketing activities at point of sales”


77

62

79

79

23

38

21

21

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


Regional differences:- packaging preferenceRegional differences:

- packaging preference


65

68

76

73

35

32

24

27

AGREE

DO NOT AGREE

Majority of consumers like to see nice packaging as much as whatthey want for product quality.

HCMC

HANOI

%

“Packaging is as important as product inside, I think”


65

68

76

73

35

32

24

27

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO


86

62

74

69

14

38

26

31

AGREE

DO NOT AGREE

HCMC

“I prefer packaging in cool & harmonious colors”

%

Can Tho consumers would love “colorful” packaging while Danangconsumers seem to be more “art oriented”.


86

62

74

69

14

38

26

31

AGREE

DO NOT AGREE

HANOI

DANANG

CANTHO

Market research top-lineMarket research top-line

Market research explainedMarket research explained

QUANTITATIVE RESEARCH

By far the largest portion of market research, quantitative research accounted for 83% of the industry spend.Quantitative research is usually done through surveys which are the systematic gathering of data fromrespondents via questionnaires. The word 'systematic is important because it means that every effort hasbeen made to make the research as error free as possible, allowing statistics to determine whether the resultsare significant

How is this achieved? The market researcher uses his skill and experience to devise questions which arecarefully worded to be neutral and unambiguous so that possible interviewer bias is minimized and byselecting an appropriate sample group which can be grossed up to represent the total target population.

The researcher may not always use a survey. They could, for example, employ observation techniques such aswatching and recording how many people in a supermarket touch a particular product but do not buy it.Surveys, when a researcher uses a questionnaire, can take many terms and there are two main types:

– Consumption surveys — these see people as consumers or shoppers– Opinion polls - these see people as citizens and voters.

RESEARCH EXPLAINED

Quantitative research is focused on measuring the views and opinions of a small group of people with theaim that they will be representative of the target population as a whole. The data from a small sample isstatistically analyzed.

By far the largest portion of market research, quantitative research accounted for 83% of the industry spend.Quantitative research is usually done through surveys which are the systematic gathering of data fromrespondents via questionnaires. The word 'systematic is important because it means that every effort hasbeen made to make the research as error free as possible, allowing statistics to determine whether the resultsare significant

How is this achieved? The market researcher uses his skill and experience to devise questions which arecarefully worded to be neutral and unambiguous so that possible interviewer bias is minimized and byselecting an appropriate sample group which can be grossed up to represent the total target population.

The researcher may not always use a survey. They could, for example, employ observation techniques such aswatching and recording how many people in a supermarket touch a particular product but do not buy it.Surveys, when a researcher uses a questionnaire, can take many terms and there are two main types:

– Consumption surveys — these see people as consumers or shoppers– Opinion polls - these see people as citizens and voters.

QUANTITATIVE RESEARCH

RESEARCH EXPLAINED

Consumption surveys Opinion polls

Used to understand consumer behaviour and opinions

Mainly used by commercial companies

Important information for companies to develop appealing

products and services

Examples of consumption surveys:

Habit Surveys (Eg Cooking Or Shopping)

Advertising Effectiveness Surveys

Attitude Surveys (Often

Around A Nevv Product)

Brand Image Surveys

Life Styles Surveys

Price Surveys

Shopper Surveys

Purchase Intention

Used to understand the opinions and behaviors of citizens

Mainly used by governments, political parties, political

candidates, media reporters,

Non-governmental organizations (NGOs) and sociologists

Important information to predict electoral results and

ongoing measure of voters‘ moods and opinion of policies

Sensitive research as can change policy and political

direction

Skilled and professional approach needed

Examples of opinion polls;

Politics voter preferences

Celebrity issues

Heath issues

Used to understand consumer behaviour and opinions

Mainly used by commercial companies

Important information for companies to develop appealing

products and services

Examples of consumption surveys:

Habit Surveys (Eg Cooking Or Shopping)

Advertising Effectiveness Surveys

Attitude Surveys (Often

Around A Nevv Product)

Brand Image Surveys

Life Styles Surveys

Price Surveys

Shopper Surveys

Purchase Intention

Used to understand the opinions and behaviors of citizens

Mainly used by governments, political parties, political

candidates, media reporters,

Non-governmental organizations (NGOs) and sociologists

Important information to predict electoral results and

ongoing measure of voters‘ moods and opinion of policies

Sensitive research as can change policy and political

direction

Skilled and professional approach needed

Examples of opinion polls;

Politics voter preferences

Celebrity issues

Heath issues

SURVEYS: PERSONAL INTERVIEWS

Interviews are carried out by trained interviewers in a location that is most appropriate to reach thetarget audience. This could be in the home, in the street, in a shopping centre/mall, place of work,garage or a public building such as a town hall.As the interview is face to face, it involves interaction between the interviewer and respondent. Anexperienced and skilled interviewer can build a rapport with the respondent and so encourage them toprovide answers.When the questions are related to personal feelings or economic issues, the empathy and skill of theinterviewer is crucial. The benefit of this approach is the depth and reliability of the information theinterviewer can achieve as they can explore any ambiguities in the answersThe interactive approach makes it a good technique for complex issues which may need explanation orclarification. The method also enables the interviewer to use visual aids, such as rating scales, pictures,product packaging or advertisements

RESEARCH EXPLAINED

Personal or face to face interviews are a common method of data collection, particularly in developingand emerging markets, such as Central and South America, Eastern Europe and parts of Asia Pacific

Interviews are carried out by trained interviewers in a location that is most appropriate to reach thetarget audience. This could be in the home, in the street, in a shopping centre/mall, place of work,garage or a public building such as a town hall.As the interview is face to face, it involves interaction between the interviewer and respondent. Anexperienced and skilled interviewer can build a rapport with the respondent and so encourage them toprovide answers.When the questions are related to personal feelings or economic issues, the empathy and skill of theinterviewer is crucial. The benefit of this approach is the depth and reliability of the information theinterviewer can achieve as they can explore any ambiguities in the answersThe interactive approach makes it a good technique for complex issues which may need explanation orclarification. The method also enables the interviewer to use visual aids, such as rating scales, pictures,product packaging or advertisements

An experienced and skilled interviewer can build a rapport withthe respondent and so encourage them to provide answers

SURVEYS: PERSONAL INTERVIEWS (cont.)

Home interviews can be successful as the respondent may be more relaxed in a familiar environment. Theinterviewer may get more flavor and detail from the session and may allow additional questions if therespondent appears comfortable and enjoying the conversation. in developed societies these are generally prebooked rather than doorstep interviews.While many people think of clipboards when they think of surveys, increasingly the clipboard is being replacedby hand held computers, This speeds logging and collation of responses, and results from the field canDisadvantages of personal interviews are cost and time.

RESEARCH EXPLAINED

SUMMARY: PERSONAL INTERVIEWS

What Face to face interviews, based on standard set of questions

When For specific target groups, measuring specific views using visual images or products

Why use itFlexible, explanation possible, can measure non—verbal responses, accuracy, productplacement possible

Why not Costly, time consuming and problems of getting people to co-operate

SURVEYS: TELEPHONE INTEVIEW

Telephone interviewing is relatively cheap and fast and is suited to short questionnaires. It allows widely dispersedtarget groups — such as caravan owners, farmers or florists — to be contacted conveniently. It is particularly popular forBZB (business to business) surveys where professionals — such as dentists, doctors or lawyers — are difficult to reachfor personal interviews,Administration is typically light and sampling lists are easy to obtain, eg from a telephone directory. Interviewer biastends to be lower than with personal interviewing because there is no face to face contact. As telephone interviewing isoften from a call centre, close interview supervision is possible; supervisors can listen on a separate headset, or recordthe interviews.While many other industries are experiencing relocation (off-snoring) or contracting out (outsourcing) for call centreservices, experience in the market research sector shows that quality telephone interviews are only feasible forstandard products. This is particularly true where the research requires local knowledge or cultural sensitivity Todaymost telephone interviews are carried out using CATI (Computer Aided Telephone Interviewing).The interviewer follows a script provided by a software application. Answers are recorded via the keyboard or a touchscreen. Increasingly sophisticated software means the flow of the questionnaire can be customized, based on theanswers provided and / or information already known about the participant.The technique has also been developed to combine with online methods eg consumers are asked to navigate a websiteand give ah opinion while on the phone

RESEARCH EXPLAINED

Telephone interviews are still the most popular survey method overall across the globe? They are particularly strongin North America and North Western Europe, although in some countries, such as Australia, they have beenovertaken by online surveysTelephone interviewing is relatively cheap and fast and is suited to short questionnaires. It allows widely dispersedtarget groups — such as caravan owners, farmers or florists — to be contacted conveniently. It is particularly popular forBZB (business to business) surveys where professionals — such as dentists, doctors or lawyers — are difficult to reachfor personal interviews,Administration is typically light and sampling lists are easy to obtain, eg from a telephone directory. Interviewer biastends to be lower than with personal interviewing because there is no face to face contact. As telephone interviewing isoften from a call centre, close interview supervision is possible; supervisors can listen on a separate headset, or recordthe interviews.While many other industries are experiencing relocation (off-snoring) or contracting out (outsourcing) for call centreservices, experience in the market research sector shows that quality telephone interviews are only feasible forstandard products. This is particularly true where the research requires local knowledge or cultural sensitivity Todaymost telephone interviews are carried out using CATI (Computer Aided Telephone Interviewing).The interviewer follows a script provided by a software application. Answers are recorded via the keyboard or a touchscreen. Increasingly sophisticated software means the flow of the questionnaire can be customized, based on theanswers provided and / or information already known about the participant.The technique has also been developed to combine with online methods eg consumers are asked to navigate a websiteand give ah opinion while on the phone

What Telephone interviews, based on set of questions, often computer-aided

When Short questionnaires, good for B2B

Why use it Inexpensive, fast, accurate

Why notOnly suitable for short, structured questionnaires, difficult to accommodate open—ended responses, no non-verbal signals

SUMMARY: TELEPHONE INTERVIEWS

SURVEY: POSTAL

Questionnaires are sent out by post to a targeted audience with either a stamped addressed return envelope,or increasingly the questionnaire itself can be folded and self sealed for return. The in depth interview requiresexperience and skill to build a rapport with the respondent.

The interviewer's role is passive and neutral; they have to probe and gently encourage the flow ofconversation. There is no standard questionnaire but a clear briefing ensures the interviewer isfocused on the objective.The researcher usually records the respondents reactions and summaries these, adding quotesfrom the interview session. Postal research is more successful where the target audience has anexisting relationship with the organization carrying out the research, eg financial servicesorganization targeting its customers re customer service; car manufacturer assessing opinion ofnew car owners; member / club organization measuring value of member services . provided.This method is particularly appropriate for contacting a minority sample, eg people who haverecently bought a particular washing machine, or a sample that is geographically widespread egbee keepers

As people become increasingly 'time poor' in developed societies, non response rates are increasing.Researchers are offering small gifts, eg a ballpoint pen, as an incentive to reply or offering high value, luxuryprize incentives eg a lottery for a crate of champagne or sports car. Also improvements in presentation ofquestionnaires and good design of all the elements in the pack can help

Postal surveys are becoming less popular because of technology but are still important..

RESEARCH EXPLAINED

Postal research is moresuccessful where the targetaudience has an existingrelationship with theorganization carrying outthe research.

Questionnaires are sent out by post to a targeted audience with either a stamped addressed return envelope,or increasingly the questionnaire itself can be folded and self sealed for return. The in depth interview requiresexperience and skill to build a rapport with the respondent.

The interviewer's role is passive and neutral; they have to probe and gently encourage the flow ofconversation. There is no standard questionnaire but a clear briefing ensures the interviewer isfocused on the objective.The researcher usually records the respondents reactions and summaries these, adding quotesfrom the interview session. Postal research is more successful where the target audience has anexisting relationship with the organization carrying out the research, eg financial servicesorganization targeting its customers re customer service; car manufacturer assessing opinion ofnew car owners; member / club organization measuring value of member services . provided.This method is particularly appropriate for contacting a minority sample, eg people who haverecently bought a particular washing machine, or a sample that is geographically widespread egbee keepers

As people become increasingly 'time poor' in developed societies, non response rates are increasing.Researchers are offering small gifts, eg a ballpoint pen, as an incentive to reply or offering high value, luxuryprize incentives eg a lottery for a crate of champagne or sports car. Also improvements in presentation ofquestionnaires and good design of all the elements in the pack can help

Postal research is moresuccessful where the targetaudience has an existingrelationship with theorganization carrying outthe research.

What Postal, self completion questionnaire

When For existing customer base, of where target audience is geographically dispersed

Why use it Low cost, more complex lengthy questionnaires possible, no interviewer bias

Why not Low response rate, long lead times

SUMMARY: POSTAL INTERVIEWS

SURVEYS: ONLINE

Researchers use online panels for customized research to target specific groups of people or a cross section, sending aquestionnaire via e—mail with instructions. This method has many advantages including time and cost. Large samplescan be rapidly polled and visual aids, such as photographs and video, can be added to the questionnaire.

Members of the panel can be paid participants and increasingly agencies are outsourcing to third party panels.This is changing sampling for research projects (see page ll8). Agencies work to strict guidelines for onlineresearch which includes assessing the quality of an online panel and principles on the fair treatment ofrespondents.Online surveys are also used for ad hoc research to reach a wider random audience. Newspapers, for example,run online surveys on a daily basis. The response rate is typically low but it generally provides a reasonablesample Short questionnaires which are quick and easy to complete clearly get the best response rate. Someonline surveys after an incentive for completion eg a small gift for every respondent or a larger one off prize..

As technology develops, simple surveys can be carried out via Blackberries or SMS (text) on mobile phones. Suchtechniques make it relatively easy to reach a nomadic target market. However, with no interaction, questions have to bevery clearly phrased. Online is obviously not suitable for countries or population segments where the internet has lowpenetration

.

Online surveys are growing as a key research methodology with the spread of the internet and broadband and are particularlypopular in Australia, Japan and The Netherlands. Online research is now the fastest growing method up l4% (by spend) in 2006 onthe previous year. The largest absolute increase was in the UK where spend in 2006 was up 90% on the previous year!

RESEARCH EXPLAINED

Online surveysare the fastestgrowing marketresearchmethod

Researchers use online panels for customized research to target specific groups of people or a cross section, sending aquestionnaire via e—mail with instructions. This method has many advantages including time and cost. Large samplescan be rapidly polled and visual aids, such as photographs and video, can be added to the questionnaire.

Members of the panel can be paid participants and increasingly agencies are outsourcing to third party panels.This is changing sampling for research projects (see page ll8). Agencies work to strict guidelines for onlineresearch which includes assessing the quality of an online panel and principles on the fair treatment ofrespondents.Online surveys are also used for ad hoc research to reach a wider random audience. Newspapers, for example,run online surveys on a daily basis. The response rate is typically low but it generally provides a reasonablesample Short questionnaires which are quick and easy to complete clearly get the best response rate. Someonline surveys after an incentive for completion eg a small gift for every respondent or a larger one off prize..

As technology develops, simple surveys can be carried out via Blackberries or SMS (text) on mobile phones. Suchtechniques make it relatively easy to reach a nomadic target market. However, with no interaction, questions have to bevery clearly phrased. Online is obviously not suitable for countries or population segments where the internet has lowpenetration

.

Online surveysare the fastestgrowing marketresearchmethod

What Internet-based surveys, either by panels or a broader non-targeted group

WhenShort questionnaires, easy and fast to answer questionnaires, for measuring fastchanging events (eg social mood in a crisis, or election predictions)

Why use it Inexpensive, very fast, large samples, broad reach

Why notOnly short and easy questionnaires, can't reach people with no internet access(eg old people, or specific geographies), lack of personal contact

SUMMARY: ONLINE SURVEYS

SURVEYS: OBSERVATIONAL

They can observe and register behavior and so gain a better understanding of the number of people who behave similarly indifferent situations. This kind of quantitative methodology is growing within shopping research; it is used to understand andinterpret purchasing patterns Observing a large sample of people can often produce more accurate information than askingquestions as people act instinctivelyWhat type of shopper behavior might be measured? These are some examples: Direct indirect purchase — do shoppers go straight to the product or do they first handle a number of products to check

the package gender or age of the shoppers buying a particular product Impact of the package — how many shoppers read the from and back of the package? How many open the product to

smell it or check the size? or price and then make a choice? Gender or age of the shoppers buying a particular product Asking respondents to imagine people who use a specific

product How many people who pick up the product actually buy it?

Mystery shopping as also used to check standards in stores, or a hotel. Examples in a store include: How long the researcher has to wait for assistance Level of stock on the shelves How long the queues are at the checkout

Another type of observational technique which focuses on behavior isconnected to anthropology. This is qualitative research (see page 107).

Researchers are able to conduct a survey without asking a single question. A well trained researcher can use different observation techniques.

RESEARCH EXPLAINED

Researchers can observe and registerbehavior and so gain a betterunderstanding of the number of peoplewho behave similarly in differentsituations

They can observe and register behavior and so gain a better understanding of the number of people who behave similarly indifferent situations. This kind of quantitative methodology is growing within shopping research; it is used to understand andinterpret purchasing patterns Observing a large sample of people can often produce more accurate information than askingquestions as people act instinctivelyWhat type of shopper behavior might be measured? These are some examples: Direct indirect purchase — do shoppers go straight to the product or do they first handle a number of products to check

the package gender or age of the shoppers buying a particular product Impact of the package — how many shoppers read the from and back of the package? How many open the product to

smell it or check the size? or price and then make a choice? Gender or age of the shoppers buying a particular product Asking respondents to imagine people who use a specific

product How many people who pick up the product actually buy it?

Mystery shopping as also used to check standards in stores, or a hotel. Examples in a store include: How long the researcher has to wait for assistance Level of stock on the shelves How long the queues are at the checkout

Another type of observational technique which focuses on behavior isconnected to anthropology. This is qualitative research (see page 107).

Researchers can observe and registerbehavior and so gain a betterunderstanding of the number of peoplewho behave similarly in differentsituations

What No questions or interaction with target group, only observation

WhenBehavior research, purchase patterns, quality service control, store or hotel standardcontrol

Why use itUseful to evidence and close the gap between whatpeople say and what they actually do

Why not Only descriptive and can be expensive

SUMMARY: OBSERVATIONAL TECHNIQUES


Thank you & see you next month on 15th June 2009

Help line: Ms Phuong Anh• (083) 5142584 ext 133• 0909 454 669• [email protected]

A continued section on regional differences; focusing on lifestyle

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