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Consumer Behavior
Chapter 1 : Consumer Research
+The Paradigm Shift
Quantitative Vs. Qualitative
+Consumer Research Process
Defining The Research Problem and Developing Objectives
Exploratory Research and Analysis
Designing the Conclusive Research
Data Collection methods and Techniques
Data Collection, Analysis and Findings Report
Consumer Research : Good or Bad?
Chapter Summary
The discipline of consumer research has its roots in
marketing research. There are two paradigms of consumer research –
qualitative and quantitative. While qualitative deals with consumer insights
in a visual form or in words, quantitative is primarily number driven. Some
researchers now use both these techniques together to get more accurate
insights.
The consumer research process focuses on defining the research problem,
conducting exploratory and evaluation, conclusive research design and
qualitative and data collection, analysis, and report.
Exploratory research involves collecting secondary data, i.e., already
published data. If the research problem is solved by the secondary data, no
conclusive research is needed. Conclusive research involves collecting
primary data, directly from consumers, retailers, etc. The conclusive
research project has to be designed before data collection can be done. The
researcher has to select the methods of data collection, which can be
quantitative and qualitative.
Quantitative data collection methods include:
observation (researcher observes the activities of the consumer), experimentation (the
consumer reactions to change in product feature, price etc. are studied in the laboratory, under
controlled conditions, or in the field), and survey (consumer is directly approached for information).
There are many quantitative techniques or tools which are used for primary data collection – questionnaire
(consumer is directly asked questions through mail, over telephone, online, or through personal interview) and
attitude scales (attitude measurements techniques like graphic rating, semantic differential, ranking, and Likert scale).
The qualitative methods of data collection are – depth interviews like in-depth interviews (personal interview with unstructured
questionnaire) and focus groups (group interaction to study the consumer); projective techniques like completion technique
(sentence and story completion), association technique (single word, phrase, or sentence), and construction technique; and
metaphor analysis (collage making, ZMET, and means-end chain model). Sampling is an important part of the research design and
involves the selection of sampling unit, sampling method, and sample size depending on the time and cost factors. Sampling is
followed by data collection, analysis, and report.
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