1、4. Describe the steps in the consumer research process.5. Explain the difference between primary and secondary research.6. Discuss the differences between qualitative and quantitative research designs and why you would choose one over the other.7. Discuss the differences between qualitative and quan
2、titative data collection instruments or methods.8. Identify the various probability and nonprobability sampling methods.CHAPTER SUMMARYThe field of consumer research developed as an extension of the field of marketing research to enable marketers to predict how consumers would react in the marketpla
3、ce and to understand the reasons they made the purchase decisions they did. Consumer research undertaken from a managerial perspective to improve strategic marketing decisions is known as positivism. Positivist research is quantitative and empirical, and tries to identify cause-and-effect relationsh
4、ips in buying situations. It is often supplemented with qualitative research.Qualitative research is more concerned with probing deep within the consumers psyche to understand the motivations, feelings and emotions that drive consumer behavior. Qualitative research findings cannot be projected to la
5、rger populations, but are used primarily to provide new ideas and insights for the development of positioning strategies. Interpretivism, a qualitative research perspective, is generally more concerned with understanding the act of consuming itself rather than the act of buying （i.e., consumer decis
6、ion-making）. Interpretivists view consumer behavior as a subset of human behavior, and increased understanding as a key to eliminating some of the ills associated with destructive consumer behavior.Each theoretical research perspective is based on its own specific assumptions and uses its own resear
7、ch methodologies. Positivists generally use probability studies that can be generalized to larger populations. Interpretivists tend to view consumption experiences as unique situations that occur at specific moments in time; therefore they cannot be generalized to larger populations. The two theoret
8、ical research orientations are highly complementary and used together provide a deeper and more insightful understanding of consumer behavior than either approach used alone.The consumer research processwhether quantitative or qualitative in approachgenerally consists of six steps: defining objectiv
9、es, collecting secondary data, developing a research design, collecting primary data, analyzing the data, and preparing a report of the findings. The researcher must make every effort to ensure that the research findings are reliable （that a replication of the study would provide the same results） a
10、nd valid （that they answer the specific questions for which the study was originally undertaken）.CHAPTER OUTLINEINTRODUCTION1. The field of consumer research developed as an extension of the field of marketing research.2. Studying consumer behavior enables marketers to predict how consumers will rea
11、ct to promotional messages and to understand why they make the purchase decisions they do.3. Recently, marketers began to realize that customer research is a unique subset of marketing research, which merits the utilization of specialized research methods that collect customer data and also enhance
12、the companys relationship with its customers.*Use Learning Objective #1 Here; Use Table 2-1 Here*CONSUMER RESEARCH PARADIGMS1. The early consumer researchers gave little thought to the impact of mood, emotion, or situation on consumer decisions. They believed that marketing was simply applied econom
13、ics.2. Despite their assumptions that consumers were logical problem solvers who engaged in careful thought processes （i.e., information processing） to arrive at their consumption decisions, researchers soon realized that consumers were not always consciously aware of why they made the decisions the
14、y did. 3. In 1939, a Viennese psychoanalyst named Ernest Dichter began to use Freudian psychoanalytic techniques to uncover the hidden motivations of consumers. 4. By the late 1950s, his research methodology （called motivational research）, which was essentially qualitative in approach, was widely ad
15、opted by consumer researchers.5. As a result of Dichters work and subsequent research designed to search deep within the consumers psyche, consumer researchers today use two different types of research methodology to study consumer behaviorquantitative research and qualitative research.*Use Key Term
16、s motivational research, quantitative research and qualitative research Here; Use Learning Objective #2 Here* Quantitative Research1. Quantitative research is descriptive in nature, and is used by researchers to understand the effects of various promotional inputs on the consumer, thus enabling mark
17、eters to “predict” consumer behavior. 2. This research approach is known as positivism, and consumer researchers primarily concerned with predicting consumer behavior are known as positivists. 3. The research methods used in positivist research are borrowed primarily from the natural sciences and co
18、nsist of experiments, survey techniques, and observation. 4. The findings are descriptive, empirical, and if collected randomly can be generalized to larger populations.*Use Key Term positivism Here; Use Learning Objectives #2 and #3 Here; Use Discussion Question #2 Here*Qualitative Research1. Quali
19、tative research methods consist of depth interviews, focus groups, metaphor analysis, collage research, and projective techniques.2. These techniques are administered by a highly trained interviewer/analyst who also analyzes the findingsthus, they tend to be somewhat subjective. 3. Because sample si
20、zes are necessarily small, findings cannot be generalized to larger populations.4. A number of academicians view consumer behavior as a subset of human behavior. 5. Interest in understanding consumer experiences has led to the term interpretivism; the researchers who adopt this paradigm are known as
21、 interpretivists.a） Interpretivists engage in qualitative research. b） Among the research methodologies they use are ethnography, semiotics, and depth interviews. c） Qualitative research is also related to cultural anthropology and the study of symbols.d） Broadly speaking, the findings of qualitativ
22、e research cannot be generalized to large populations. This form of research, however, is still meaningful.*Use Key Term interpretivism Here; Use Discussion Question #2 Here; Use Table 2-2 Here* Combining Qualitative and Quantitative Research Findings1. Some marketers use a combination of quantitati
23、ve and qualitative research.2. They use qualitative research findings to discover new ideas and to develop promotional strategy, and quantitative research findings to predict consumer reactions to various promotional inputs. 3. Sometimes ideas stemming from qualitative research are tested empiricall
24、y.4. Marketers have discovered that rather than conflicting, these two research paradigms are really complementary in nature. *Use Learning Objective #3 Here*The Consumer Research Process1. The major steps in the consumer research process are:a） Defining the objectives of the research.b） Collecting
25、and evaluating secondary data.c） Designing a primary research study.d） Collecting primary data.e） Analyzing the data.f） Preparing a report on the findings. *Use Learning Objective #4 Here; Use Figure 2-1 Here*Developing Research Objectives1. The first step in the consumer research process is to care
26、fully define the objectives of the study.2. It is important for the marketing manager and the researcher to agree at the outset on the purposes and objectives of the study to ensure that the research design is appropriate.a） A carefully thought-out statement of objectives helps to define the type an
27、d level of information needed.3. If the purpose of the study is to come up with new ideas for products or promotional campaigns, then a qualitative study is usually undertaken.4. Qualitative studies entail the interviewing of small numbers of respondents by trained professionals, who also do the ana
28、lysis. 5. Because of the small number of respondents, the findings of the research are not usually projectable to the marketplace.6. Quantitative studies are used to find out how many people in the population （what percentage） use certain products and how frequently they use them.a） An exploratory s
29、tudy may be used to identify the critical issues to include in the data collection instrument （e.g., questionnaire）.*Use Key Term exploratory study Here; Use Learning Objective #4 Here*Collecting Secondary Data1. Secondary information is any data originally generated for some purpose other than the
30、present research objectives.2. Locating secondary data is called secondary research. Original research performed by individual researchers or organizations to meet specific objectives is called primary research.a） Secondary research may provide sufficient insight so that primary research is not nece
31、ssary.b） There are numerous sources of secondary data.c） Government agencies, private population data firmssuch as A.C. Nielsen, marketing research companies, and advertising agencies.d） Retailers and nonprofit organizations often have relevant demographic information.*Use Key Terms secondary research and primary research Here; Use Table 2-3He
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