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Consumer Behavior: Chapter 2 - Research Methods and Data Collection, Exams of Advanced Education

University of WitwatersrandAdvanced Education

This document delves into the fundamental aspects of consumer research, outlining the steps involved in the research process and exploring various data collection methods. It covers both qualitative and quantitative research approaches, highlighting techniques like focus groups, depth interviews, projective techniques, and observational research. The document also emphasizes the importance of data analysis, sampling, and reporting findings.

Typology: Exams

2024/2025

Available from 12/15/2024

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CONSUMER BEHAVIOR CHAPTER 2
The preparation, use, and wide scale availability of large amounts of _____ _____ is a
critical force in advancing the discipline of consumer behavior. - Consumer Research
Studying consumer behavior enables marketers to _____ how marketers might better
meet consumer needs by offering them more suitable products and marketing
messages. - Predict/Anticipate
Most of our attention is concentrated on what to two categories of primary research? -
qualitative research and quantitative research
What are the 6 steps of the consumer research process (Fig. 2.2)? - 1. Define the
objectives
2. Collect & evaluate secondary data
3. Design a primary research study
4. Collect primary data
5. Analyze the data
6. Prepare a report of findings
_____ research includes new studies especially designed and collected for purposes of
a current research problem. - Primary
_____ research is original research undertaken by individual researchers or
organizations to meet specific objectives. - Primary
_____ research includes focus groups and in-depth interviews, and specific associated
research approaches. - Qualitative
_____ research includes observational research, experimentation, and survey research,
and their associated research approaches for collecting information from consumers. -
Quantitative
_____ data has been collected for reasons other than the specific research project at
hand. - Secondary
What are the two types of secondary data? - Internal Data and External Data
_____ data is generated in-house, may include analysis of customer files, and is useful
for calculating customer lifetime value. - Internal
_____ data is collected by an outside organization, includes: federal gov't, periodicals,
newspapers, search engines, books, and commercial data is available from market
research firms. - External
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CONSUMER BEHAVIOR CHAPTER 2

The preparation, use, and wide scale availability of large amounts of _____ _____ is a critical force in advancing the discipline of consumer behavior. - Consumer Research Studying consumer behavior enables marketers to _____ how marketers might better meet consumer needs by offering them more suitable products and marketing messages. - Predict/Anticipate Most of our attention is concentrated on what to two categories of primary research? - qualitative research and quantitative research What are the 6 steps of the consumer research process (Fig. 2.2)? - 1. Define the objectives

  1. Collect & evaluate secondary data
  2. Design a primary research study
  3. Collect primary data
  4. Analyze the data
  5. Prepare a report of findings _____ research includes new studies especially designed and collected for purposes of a current research problem. - Primary _____ research is original research undertaken by individual researchers or organizations to meet specific objectives. - Primary _____ research includes focus groups and in-depth interviews, and specific associated research approaches. - Qualitative _____ research includes observational research, experimentation, and survey research, and their associated research approaches for collecting information from consumers. - Quantitative _____ data has been collected for reasons other than the specific research project at hand. - Secondary What are the two types of secondary data? - Internal Data and External Data _____ data is generated in-house, may include analysis of customer files, and is useful for calculating customer lifetime value. - Internal _____ data is collected by an outside organization, includes: federal gov't, periodicals, newspapers, search engines, books, and commercial data is available from market research firms. - External

What is the first and most difficult step in the consumer research process? - Define the objectives of the research A small-scale study that identifies critical issues to include in a large-scale research study is an _____ _____. - Exploratory Study Exploratory studies commonly use a _____ methodology, such as a few focus group sessions or a series of one-on-one depth interviews. - Qualitative Which qualitative collection method is also called a one-one-on interview, usually 20- min., nonstructured, usually recorded, and probed by interviewer to get more feedback?

  • Depth Interview Which qualitative collection method includes 8-10 participants (recruited through a screener questionnaire), lasts about 2 hours, always [video]taped, often in front of two- way mirrors, and is growing online? - Focus Group _____ _____ are step-by-step outlines for depth interviews and focus groups, often allowing interviewers to improvise and go beyond them. - Discussion Guides What internal secondary data analysis provides a forecasted estimate of how much a given customer will spend at a given product/service provider over the customer's entire "stay" with that vendor? - Customer Lifetime Value Profile _____ data is provided by companies that routinely monitor a particular consumption- related behavior, and sell their data to marketing companies who use the insights to make more informed decisions. - Secondary Nielsen and Arbitron are examples of media research rating companies who use and provide _____ data. - Secondary Which qualitative collection method is designed to identify consumers' subconscious feelings and underlying motivations, consisting of a variety of disguised "tests?" - Projective Techniques Word associations, sentence completion, photo/visual storytelling, and role playing are all examples of _____ _____ used in qualitative collection methods. - Projective Exercises/Techniques _____ _____ is a projective technique where the researcher has a list of words, some of them to be studied and some just as "filler." The researcher asks the respondent(s) to react, one-at-a time, to each word by stating or (in a focus group setting) writing on a pad the first word that comes to mind, and to explain the link. - Word Association

_____ is the degree to which a measurement instrument is consistent in what it measures. - Reliability _____ is the degree to which a measurement instrument accurately measures what it is designed to measure. - Validity _____ _____ is a research measurement instrument used to capture evaluative data. - Attitude Scales _____ _____ are professional observers who pose as customers to provide a company with unbiased evaluations of their service personnel. - Mystery Shoppers _____ _____ is a process used to evaluate issues raised by unsatisfied customers. - Complaint Analysis How can complaint analysis be a good system? - By encouraging customers to complain about unsatisfactory products and provide suggestions for improvement, as well as using "listening posts" to voice their concerns. A _____ sample is when respondents are selected in such a way that every member of the population studied has a known, nonzero chance of being selected. - Probability A _____ sample is when the population under study has been predetermined in a nonrandom fashion on the basis of the researcher's judgement or decision to select a given number of respondents from a particular group. - Nonprobability The purpose of a _____ _____ is to ensure that the appropriate individuals are invited to participate in a focus group, and those who are not in the target market are not invited. - Screener Questionnaire Which data collection method helps marketers gain an in-depth understanding of the relationship b/w people and products by watching them buy and use products, helping researchers gain a better understanding of what the product symbolizes? - Observational Research Which data collection method uses electronic devices to record consumer behavior/response, as consumers' increased use of technologies create more records for marketers? - Mechanical Observational Research Which data collection method can be used to test the relative sales appeal, can be conducted in labs or in the field, and are usually controlled with only some variables manipulated while others are constant? - Experimentation If a study has _____, it collects the appropriate data for the study. - Validity

A study has _____ if the same questions, asked of a similar sample, produce the same findings. - Reliability _____ research is the simplest form of experiments seeking to identify cause and effect.

  • Causal The _____ variable is manipulated in experiments. - Independent A _____ experiment ensures that any difference in the outcome is due to different treatments of the variable under study and not to extraneous factors. - Controlled The _____ variable in marketing based experiments is most often sales. - Dependent _____ are a subset of the population used to estimate characteristics of the entire population. - Samples What 3 questions does a sampling plan address? - 1. Whom to survey?
  1. How many to survey?
  2. How to select them? An executive summary, body, tables, and graphs are all included in a _____ _____. - Final Report What type of test marketing surveys are face-to-face, and most often take place in a public space/retail shopping area, or a rented space with an office that is located in a mall? - Personal Interview Surveys What type of test marketing surveys are used to collect consumer data, but often only during the evenings and weekends due to the difficulty of reaching people (who then tend to be less responsive)? - Telephone Interview Surveys Are telephone interview survey respondents more or less willing to interact with an electronic voice than with a live interviewer? - Less What type of test marketing surveys are conducted by sending questionnaires directly to individuals at their homes? - Mail Surveys What type of test marketing surveys are an increasingly popular alternative to using the postal service as a means of distributing questionnaires to target consumers? - E-mail Surveys There has been a rapid _____ in the number of consumers who are interested in participating in online surveys by being directed toward the marketer's site via ads or targets e-mail invitations. - Increase

What is the biggest challenge in constructing questionnaires? - Wording the questions Where are demographic questions placed in a questionnaire? - At the end The _____ scale is the most popular form of attitude scale, b/c it is easy for researchers to prep and interpret, and simple for consumers to answer; major benefit: gives researcher the option to consider the responses to each statement separately or by combining to produce an overall score. - Likert The _____ _____ scale is relatively easy to construct and administer, typically consisting of bipolar adjectives on a continuum; used to compare consumer perceptions of competitive products and to indicate areas for product improvement. - Semantic Differential The _____ _____ scale measures the likelihood that consumers will act in a certain way in the future (i.e. buying the product again or recommending to a friend); easy to construct (Fig. 2.7). - Behavior Intention The _____ _____ scales provide important competitive info and enable marketers to identify areas needed of improvement in product design/positioning; subjects order items by preference in terms of some criterion, such as overall quality or value for the money. - Rank Order What are the 4 types of probability samples? - 1. Simple Random Sample

  1. Systematic Random Sample
  2. Stratified Random Sample
  3. Cluster (area) Sample In what type of probability sample does every member of the population have a known and equal chance of being selected? - Simple Random Sample In what type of probability sample is a member of the population selected at random and then every nth person is selected? - Systematic Random Sample In what type of probability sample is the population divided into mutually exclusive groups (i.e. age), and random samples are drawn from each group? - Stratified Random Sample In what type of probability sample is the population divided into mutually exclusive groups, and the researcher draws a sample of the groups to interview? - Cluster Sample What are the 3 types of nonprobability samples? - 1. Convenience Sample
  4. Judgement Sample
  5. Quota Sample

In what type of nonprobability sample does the researcher select the most accessible population members from whom to obtain info (i.e. students in a classroom)? - Convenience Sample In what type of nonprobability sample does the researcher use their judgement to select population members who are good sources for accurate info (i.e. experts in the relevant field of study)? - Judgement Sample In what type of nonprobability sample does the researcher interview a prescribed number of people in each of several categories (i.e. 50 men and 50 women)? - Quota Sample _____ studies are designed to provide insights about new product ideas & identify positioning strategies aimed at a target market. - Qualitative _____ studies are aimed at describing a target market-- its characteristics and possible reactions of various segments to the elements of the marketing mix. - Quantitative _____ research uses open-ended, unstrucured questions, and projective techniques. - Qualitative _____ research uses closed-ended questions with predefined response choices and limited numbers of open-ended questions that need to be coded. - Quantitative The main methods of _____ research includes focus groups and depth interviews. - Qualitative The main methods of _____ research includes survey questionnaires, experimentation, and consumer panels. - Quantitative Sampling methods of _____ research include small, nonprobability samples; findings are not usually representative of the universe under study. - Qualitative Sampling methods of _____ research include large, probability samples; if data collection instruments are valid and reliable, results can represent the universe. - Quantitative Data analysis of _____ research consists of transcripts or tapes of the verbal responses. - Qualitative Data analysis of _____ research is coded in a data base and analyzed by statistical methods. - Quantitative