2. Most studies on consumer behavior are
based on a set of beliefs and assumption
called positivism or modernism.
Researchers who support the assumptions
of modernism are referred to the positivists
.
Positivists research method consist of
experiment , survey techniques &
observation.
History
3. The reality is there are no single solution &
analysts are applying a vareity of effective
techniqes to “GET IN TO CUSTOMER
MIND”.
Specify Research Objective
Collect and Evaluate Secondary data
Design primary research
Quantitative or Motivational research
design
Consumer Research Process
4. Quantitative or Motivational research
design include the method of data
collection,the data collection instruments
and the sample design
Quantitative or Motivational
research design
5. Descriptive in nature.
Enables marketers to “predict”
consumer behavior.
Research methods include experiments,
survey techniques, and observation.
Findings are descriptive, empirical and
generalizable.
Quantitative Research
6. Positivism
A consumer behavior research
approach that regards the consumer
behavior discipline as an applied
marketing science.
7. Consists of depth interviews, focus
groups, metaphor analysis, collage
research, and projective techniques.
Administered by highly trained
interviewer-analysts.
Findings tend to be subjective.
Small sample sizes.
Qualitative Research
9. Comparisons between Positivism and
Interpretivism
PURPOSE
METHODOLOGY
Positivism
Prediction of consumer actions
Interpretivism
Understanding consumption
practices
Positivism
Quantitative
Interpretivism
Quantitative
10. contin…
ASSUMPTIONS
Positivism
•Rationality; consumers make
decisions after weighing
alternatives
•The causes and effects of behavior
can be identified
•Individuals are problem solvers
•A single reality exists
•Events can be objectively
measured
Interpretivism
•No single, objective truth
•Reality is subjective
•Cause and effect cannot be isolated
•Each consumption experience is
unique
•Researcher/respondent interactions
affect research findings
11. Six steps
defining the objectives of the research
collecting and evaluating secondary
data
designing a primary research study
collecting primary data
analyzing the data
preparing a report on the findings
The Consumer Research
Process
12. The Consumer Research Process
Develop Objectives
Collect Secondary
Data
Design Qualitative
Research
• Method
• Screener questionnaire
• Discussion guide
Prepare Report
Analyze Data
(Subjective)
Conduct Research
(Using highly
trained
interviewers) Exploratory
Study
Prepare report
Analyze Data
(Objective)
Collect Primary
Data
(Usually by field
staff)
Design Quantitative
Research
• Method
• Sample design
• Data collection
instrument
13. Defining purposes and objectives
helps ensure an appropriate research
design.
A statement of objectives helps to
define the type and level of
information needed.
Developing Research Objectives
14. There are three basic approaches to
collecting data in Quantitative study
Observation
Experiment
Survey
Data Collection methods
16. Secondary data:
data that has been
collected for
reasons other than
the specific
research project at
hand
Primary data: data
collected by the
researcher for the
purpose of meeting
specific objectives
Secondary Versus Primary Data
17. Helps marketers gain an in-depth
understanding of the relationship between
people and products by watching them
buying and using products.
Helps researchers gain a better
understanding of what the product
symbolizes.
Widely used by interpretivist researchers.
Observational Research
