中山大学吴柏林教授 广告心理学绝密资料schiffman02imWord格式文档下载.docx

中山大学吴柏林教授 广告心理学绝密资料schiffman02imWord格式文档下载.docx

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4.Describethestepsintheconsumerresearchprocess.

5.Explainthedifferencebetweenprimaryandsecondaryresearch.

6.Discussthedifferencesbetweenqualitativeandquantitativeresearchdesignsandwhyyouwouldchooseoneovertheother.

7.Discussthedifferencesbetweenqualitativeandquantitativedatacollectioninstrumentsormethods.

8.Identifythevariousprobabilityandnonprobabilitysamplingmethods.

CHAPTERSUMMARY

Thefieldofconsumerresearchdevelopedasanextensionofthefieldofmarketingresearchtoenablemarketerstopredicthowconsumerswouldreactinthemarketplaceandtounderstandthereasonstheymadethepurchasedecisionstheydid.Consumerresearchundertakenfromamanagerialperspectivetoimprovestrategicmarketingdecisionsisknownaspositivism.Positivistresearchisquantitativeandempirical,andtriestoidentifycause-and-effectrelationshipsinbuyingsituations.Itisoftensupplementedwithqualitativeresearch.

Qualitativeresearchismoreconcernedwithprobingdeepwithintheconsumer’spsychetounderstandthemotivations,feelingsandemotionsthatdriveconsumerbehavior.Qualitativeresearchfindingscannotbeprojectedtolargerpopulations,butareusedprimarilytoprovidenewideasandinsightsforthedevelopmentofpositioningstrategies.Interpretivism,aqualitativeresearchperspective,isgenerallymoreconcernedwithunderstandingtheactofconsumingitselfratherthantheactofbuying（i.e.,consumerdecision-making）.Interpretivistsviewconsumerbehaviorasasubsetofhumanbehavior,andincreasedunderstandingasakeytoeliminatingsomeoftheillsassociatedwithdestructiveconsumerbehavior.

Eachtheoreticalresearchperspectiveisbasedonitsownspecificassumptionsandusesitsownresearchmethodologies.Positivistsgenerallyuseprobabilitystudiesthatcanbegeneralizedtolargerpopulations.Interpretiviststendtoviewconsumptionexperiencesasuniquesituationsthatoccuratspecificmomentsintime;

thereforetheycannotbegeneralizedtolargerpopulations.Thetwotheoreticalresearchorientationsarehighlycomplementaryandusedtogetherprovideadeeperandmoreinsightfulunderstandingofconsumerbehaviorthaneitherapproachusedalone.

Theconsumerresearchprocess—whetherquantitativeorqualitativeinapproach—generallyconsistsofsixsteps:

definingobjectives,collectingsecondarydata,developingaresearchdesign,collectingprimarydata,analyzingthedata,andpreparingareportofthefindings.Theresearchermustmakeeveryefforttoensurethattheresearchfindingsarereliable（thatareplicationofthestudywouldprovidethesameresults）andvalid（thattheyanswerthespecificquestionsforwhichthestudywasoriginallyundertaken）.

CHAPTEROUTLINE

INTRODUCTION

1.Thefieldofconsumerresearchdevelopedasanextensionofthefieldofmarketingresearch.

2.Studyingconsumerbehaviorenablesmarketerstopredicthowconsumerswillreactto

promotionalmessagesandtounderstandwhytheymakethepurchasedecisionstheydo.

3.Recently,marketersbegantorealizethatcustomerresearchisauniquesubsetofmarketing

research,whichmeritstheutilizationofspecializedresearchmethodsthatcollectcustomer

dataandalsoenhancethecompany’srelationshipwithitscustomers.

*****UseLearningObjective#1Here;

UseTable2-1Here*****

CONSUMERRESEARCHPARADIGMS

1.Theearlyconsumerresearchersgavelittlethoughttotheimpactofmood,emotion,orsituationonconsumerdecisions.Theybelievedthatmarketingwassimplyappliedeconomics.

2.Despitetheirassumptionsthatconsumerswerelogicalproblemsolverswhoengagedincarefulthoughtprocesses（i.e.,informationprocessing）toarriveattheirconsumptiondecisions,researcherssoonrealizedthatconsumerswerenotalwaysconsciouslyawareofwhytheymadethedecisionstheydid.

3.In1939,aViennesepsychoanalystnamedErnestDichterbegantouseFreudianpsychoanalytictechniquestouncoverthehiddenmotivationsofconsumers.

4.Bythelate1950s,hisresearchmethodology（calledmotivationalresearch）,whichwasessentiallyqualitativeinapproach,waswidelyadoptedbyconsumerresearchers.

5.AsaresultofDichter’sworkandsubsequentresearchdesignedtosearchdeepwithintheconsumer’spsyche,consumerresearcherstodayusetwodifferenttypesofresearchmethodologytostudyconsumerbehavior—quantitativeresearchandqualitativeresearch.

*****UseKeyTermsmotivationalresearch,quantitativeresearchandqualitativeresearch

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QuantitativeResearch

1.Quantitativeresearchisdescriptiveinnature,andisusedbyresearcherstounderstandtheeffectsofvariouspromotionalinputsontheconsumer,thusenablingmarketersto“predict”consumerbehavior.

2.Thisresearchapproachisknownaspositivism,andconsumerresearchersprimarilyconcernedwithpredictingconsumerbehaviorareknownaspositivists.

3.Theresearchmethodsusedinpositivistresearchareborrowedprimarilyfromthenaturalsciencesandconsistofexperiments,surveytechniques,andobservation.

4.Thefindingsaredescriptive,empirical,andifcollectedrandomlycanbegeneralizedtolargerpopulations.

*****UseKeyTermpositivismHere;

UseLearningObjectives#2and#3Here;

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DiscussionQuestion#2Here*****

QualitativeResearch

1.Qualitativeresearchmethodsconsistofdepthinterviews,focusgroups,metaphoranalysis,collageresearch,andprojectivetechniques.

2.Thesetechniquesareadministeredbyahighlytrainedinterviewer/analystwhoalsoanalyzesthefindings—thus,theytendtobesomewhatsubjective.

3.Becausesamplesizesarenecessarilysmall,findingscannotbegeneralizedtolargerpopulations.

4.Anumberofacademiciansviewconsumerbehaviorasasubsetofhumanbehavior.

5.Interestinunderstandingconsumerexperienceshasledtotheterminterpretivism;

theresearcherswhoadoptthisparadigmareknownasinterpretivists.

a）Interpretivistsengageinqualitativeresearch.

b）Amongtheresearchmethodologiestheyuseareethnography,semiotics,anddepthinterviews.

c）Qualitativeresearchisalsorelatedtoculturalanthropologyandthestudyofsymbols.

d）Broadlyspeaking,thefindingsofqualitativeresearchcannotbegeneralizedtolargepopulations.Thisformofresearch,however,isstillmeaningful.

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CombiningQualitativeandQuantitativeResearchFindings

1.Somemarketersuseacombinationofquantitativeandqualitativeresearch.

2.Theyusequalitativeresearchfindingstodiscovernewideasandtodeveloppromotionalstrategy,andquantitativeresearchfindingstopredictconsumerreactionstovariouspromotionalinputs.

3.Sometimesideasstemmingfromqualitativeresearcharetestedempirically.

4.Marketershavediscoveredthatratherthanconflicting,thesetworesearchparadigmsarereallycomplementaryinnature.

*****UseLearningObjective#3Here*****

TheConsumerResearchProcess

1.Themajorstepsintheconsumerresearchprocessare:

a）Definingtheobjectivesoftheresearch.

b）Collectingandevaluatingsecondarydata.

c）Designingaprimaryresearchstudy.

d）Collectingprimarydata.

e）Analyzingthedata.

f）Preparingareportonthefindings.

*****UseLearningObjective#4Here;

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DevelopingResearchObjectives

1.Thefirststepintheconsumerresearchprocessistocarefullydefinetheobjectivesofthestudy.

2.Itisimportantforthemarketingmanagerandtheresearchertoagreeattheoutsetonthepurposesandobjectivesofthestudytoensurethattheresearchdesignisappropriate.

a）Acarefullythought-outstatementofobjectiveshelpstodefinethetypeandlevelofinformationneeded.

3.Ifthepurposeofthestudyistocomeupwithnewideasforproductsorpromotionalcampaigns,thenaqualitativestudyisusuallyundertaken.

4.Qualitativestudiesentailtheinterviewingofsmallnumbersofrespondentsbytrainedprofessionals,whoalsodotheanalysis.

5.Becauseofthesmallnumberofrespondents,thefindingsoftheresearcharenotusuallyprojectabletothemarketplace.

6.Quantitativestudiesareusedtofindouthowmanypeopleinthepopulation（whatpercentage）usecertainproductsandhowfrequentlytheyusethem.

a）Anexploratorystudymaybeusedtoidentifythecriticalissuestoincludeinthedatacollectioninstrument（e.g.,questionnaire）.

*****UseKeyTermexploratorystudyHere;

UseLearningObjective#4Here*****

CollectingSecondaryData

1.Secondaryinformationisanydataoriginallygeneratedforsomepurposeotherthanthepresentresearchobjectives.

2.Locatingsecondarydataiscalledsecondaryresearch.Originalresearchperformedbyindividualresearchersororganizationstomeetspecificobjectivesiscalledprimaryresearch.

a）Secondaryresearchmayprovidesufficientinsightsothatprimaryresearchisnotnecessary.

b）Therearenumeroussourcesofsecondarydata.

c）Governmentagencies,privatepopulationdatafirms—suchasA.C.Nielsen,marketingresearchcompanies,andadvertisingagencies.

d）Retailersandnonprofitorganizationsoftenhaverelevantdemographicinformation.

*****UseKeyTermssecondaryresearchandprimaryresearchHere;

UseTable2-3

He