MKT348 APPENDIX: DEVELOPING
INFORMATION ABOUT CONSUMER BEHAVIOR
★ Consumer Behavior Research Methods - a. Surveys
b. Focus Groups
c. Interviews
d. Storytelling
e. Photography and Pictures (Autodriving, Collage from Powerpoints)
f. Diaries
g. Experiments
- Field experiment s(Market test)
- Lab experiment (Independent variable/treatment, independent variable, cover story,
control group, random assignment from lecture notes and Powerpoints)
h. Conjoint Analysis
i. Observations and Ethnographic Research
Netnography
Surveys (consumer behavior research methods) - - A written instrument that asks
consumers to respond to a list of pre- determined questions
- Good for asking "how many?" behave-or-feel-a- certain-way type questions
- Drawbacks:
> Self-reported data > Non-response bias
Focus Groups (consumer behavior research methods) - - A group of 6-12 led by a
trained moderator
- Express opinions and experiences in consumers' own words
- Qualitative data
- Drawbacks:
> Self-reported data
> Limited generalizability or representativeness
> Groupthink
> Dominant members/free riders
Interviews (consumer behavior research methods) - - Involve one-on-one contact with a
consumer
- More appropriate than focus groups when a topic is sensitive
- Requires a trained interviewer
- Often recorded/transcribed to that the answers can be studied through qualitative and
quantitative analyses
- Drawbacks:
> Expensive
> Time-consuming
> Self-reported data
