1. Consumer Behavior Research Methods Quantitative vs. Qualitative Quantitative: Based on “numbers” More “closed ended” Quantify differences Larger sample sizes

2. Qualitative: Based on “intuition and experience” More “open ended” Interpretation by researcher Smaller sample sizes

3. Correlational vs. Experimental Correlational: naturally occurring relationships Difficulty with cause & effect

4. Advantages Some things can’t be manipulated More “natural” look at behavior New phenomenon Several variables Disadvantages Cause & Effect? Confounds ?

5. Experimental: cause & effect manipulate variables control extraneous variables

6. Independent Variable:  Variable doing the causing  “manipulated” variable Dependent Variable:  Variable being “effected”  “measured” variable

7. Between Groups Experiment: Random Assignment Group 2: Control DV Group 1: Treatment

8. Within Groups Experiment: IVDV Before & After / Simple Baseline Design

9. Research Tools Surveys: ask people basic things often just opinions large sample scales and open end descriptive – use cross tabs not very in depth can get misrepresentation

10. Questionnaires / Tests: more detailed variety of methods to collect data typically quantitative convenient validity and reliability issues accuracy?

11. Focus Groups:  Small groups  In depth discussions  Trained moderator leads  Leads as the group dictates  Qualitative

12.  BUT:  Social desirability  Misrepresentation  Memory  Leading questions  Misinterpretation by moderator  Interpretation biases  See what they want to see?

13. Interviews: one-on-one, diads, triads more open ended similar in some respects to focus groups can be long term more intimate questions than focus groups verbal and nonverbal important qualitative similar problems as with focus groups

14. Storytelling: consumers tell stories  about product  about similar products  about hypothetical products/situations features, use, experiences etc. qualitative insight from researcher focus on tangible and intangible

15. Ethnographics: extended time with consumer similar to storytelling but their life is the “story” direct observation relates consumer attitudes and actual usage context!

16. Ethnographics: Lifestyle Actual product usage Interviews: bonding is crucial subject leads observe environment (photo/video) observe non-verbal

17. Purchase Panels: group consumption examined individuals represent segments of pop. typically tracked electronically Neilson ratings TOPPS Club can see what sells track if ads are working see if patterns change after promotions

18. Correspondence Analysis: Perceptual Maps find out how many people say they think a factor is important for different brands shows factors that “cluster” with a certain brand graphical

19. eg. Tell which brands match each of the adjectives: FordBMW MitsubishiToyota Honda Fun Prestige Reliable Good Resale Quality Speed Practical

20. * Quality * Reliable * Good resale * Speed practical * Ford * Many colors * Prestige BMW * Fun Toyota Honda Mitsubishi

21. Derived Importance: “underlying” reasons STATED IMPORTANCE compared to DERIVED IMPORTANCE  rate preference of different brands  rate how much attribute fits each brand  features that drive consumption should be rated higher for more preferred brands graphical representation  “quadrants” of opportunity

22. Stated Importance Derived Importance Minimum Requirements High Impact Requirements Limited Opportunity Hidden Opportunity

23. * Quality * Low price * Speed * Many colors * Good resale * Fun SI DI