1. Consumer Behaviour
Lecture 3

2. Consumer Behaviour Research
Segmentation

3. Quantitative Data
Qualitative Data

4. Survey
Questionnaire
Face to Face Survey
Telephonic Survey
Mail Survey

5. Validity
Reliability

6. Questionnaire
Disguised
Undisguised

7. Two Types of Questions
Open ended
Closed ended

8. Scale used in closed ended questions

9. Language of Questionnaire
Leading questions
Simple words
Respondent able to answer
Willing to answer
Asking two points in one question

10. Research Design It requires three things Instrument Sampling plan
Data collection method

11. Measures – Scales

12. Scales
Attitude Scale
Likert Scale

13. S. No Statement/ Item 1 It is fun to shop online ---- 2
For each of the following statements, please record the number that best describes the extant to which you agree or disagree with the statement
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree 1 2 3 4 5
S. No
Statement/ Item 1
It is fun to shop online
---- 2

14. Scales 2. Satisfaction Measures Very Satisfied Satisfied Neither
Dissatisfied
Very dissatisfied 1 2 3 4 5

15. Scales 3. Importance Scale Extremely Important Somewhat Important
Undecided
Not Really Important
Not at all Important 1 2 3 4 5

16. Scales
4. Semantic Differential Scale

17. Scales 5. Behaviour Intention Scale
How likely are you in continue using A, B or C product for the next 6 months? 1 2 3 4 5
Definitely will continue
Probably will continue
Might or might not continue
Probably will not continue
Definitely will not continue

18. Scales 6. Rank Order Scale
Given the following prices (or following quality) which of the product will you like to buy?
S. No.
Product
Rank 1
Product A 2
Product B 4 3
Product C 5

19. The Sampling Design Who will you ask the questions from?
How many people would you be using to get the answers?
The first question is about “Sampling Unit”
The second question is about “Sample Size”
The third issue is how you select these people

20. Concept of Population Census Sampling Frame Two issues Sample size
Representation of population by the sample

21. How to Select Sample? Two methodologies:
Random sampling method (Probability sampling)
Non-random sampling method (Non-probability sampling)

22. Regression equation
Y = a + b X + E

23. Types of Random Sampling
Simple random sampling
Systematic random sampling
Cluster sampling
Stratified random sampling

24. Types of Non-Random Sampling
Convenience sampling
Judgmental sampling
Quota sampling

25. Ethical Issues
Assure the respondent that the data will be used only for research purpose.
No misleading information should be provided i.e. there should not be any misrepresentation to the respondent.

26. Recap