Research & Consumer Behavior H Edu 4310

Activity On The Draw On The Draw “Drawing” the Customer “Drawing” the Customer

Research Objectives Who are my best customers? Who are my best customers? How do I find more like them? How do I find more like them? Where do they live? Where do they live?

Research Objectives What is their lifestyle? What is their lifestyle? What do they read, listen to, watch? What do they read, listen to, watch? How can I reach them effectively? How can I reach them effectively?

Target Market Analysis Geographics Geographics Demographics Demographics Volume concentration Volume concentration Product usage Product usage Potential markets Potential markets

Business Location Location Number of employees Number of employees Interests Interests Spending patterns Spending patterns SIC codes SIC codes

Health Care Specifics Influence of physicians vs consumers Influence of physicians vs consumers HSO image HSO image Role and effectiveness of different marketing tools Role and effectiveness of different marketing tools

Research

Research Primary research Primary research Secondary reserach Secondary reserach

Secondary research Internal records Internal records Government Government Trade, professional groups Trade, professional groups Competitors Competitors

Secondary research Private organizations Private organizations Marketing firms Marketing firms Universities Universities Published sources Published sources

Primary research Questionnaire… Questionnaire… Dichotomous questions Dichotomous questions Multiple choice Multiple choice Semantic differential Semantic differential Likert-scale Likert-scale Open-ended Open-ended

Some ideas... Keep it short Keep it short Keep it simple Keep it simple Keep it clear Keep it clear Opinion vs fact Opinion vs fact

Some ideas... No double-barreled questions No double-barreled questions No bias No bias Keep format similar Keep format similar Pretest Pretest

Mailing Attach a letter of explanation Attach a letter of explanation Use first-class mail Use first-class mail Provide return postage Provide return postage Follow up with a postcard Follow up with a postcard Send out more rather than less Send out more rather than less Enclose a reward Enclose a reward

Sampling Identify populations Identify populations Sampling frame Sampling frame Sampling unit Sampling unit Sampling method Sampling method

Sampling method…Probability Simple random Simple random Systematic Systematic Stratified random Stratified random Cluster Cluster

Non-probability Convenience Convenience Judgment Judgment Quota Quota

Sampling Sample size Sample size Sampling plan Sampling plan

Qualitative data Observation Observation Focus groups Focus groups

Health practice checkup Personal interviews Personal interviews Patient surveys Patient surveys Focus groups Focus groups Suggestion boxes Suggestion boxes Mystery shopper Mystery shopper

Marketing research steps Problem statement/objectives Problem statement/objectives Research design Research design Probability or non-probability Probability or non-probability Collect data Collect data Analyze data Analyze data Presentation Presentation Implement and evaluate Implement and evaluate

Activity Small groups Small groups Develop a 10-question survey re: student health Develop a 10-question survey re: student health Review with class Review with class

Consumer Behavior

Decision-making model Problem recognition Problem recognition Internal search Internal search External search External search Alternative evaluation Alternative evaluation Purchase Purchase Post-purchase evaluation Post-purchase evaluation

Problem recognition Motivation Motivation Attitudes Attitudes Lifestyles Lifestyles Learning Learning Perception Perception

Problem recognition Social class Social class Reference group Reference group Culture Culture Hierarchy of wants Hierarchy of wants

Decision-making model Internal search Internal search External search External search Alternative evaluation Alternative evaluation Purchase Purchase Post-purchase evaluation Post-purchase evaluation

Influencing decision Modify the service Modify the service Alter perceptions of the service Alter perceptions of the service Alter perceptions of competitor’s brands Alter perceptions of competitor’s brands

Influencing decision Alter the attribute importance weights Alter the attribute importance weights Call attention to neglected attributes Call attention to neglected attributes

Activity Choose two goods/services purchased– one less than $20 and one more than $100. Choose two goods/services purchased– one less than $20 and one more than $100. Explain the decision making process per discussion. Explain the decision making process per discussion.