中山大学吴柏林教授 广告心理学绝密资料schiffman02imWord格式文档下载.docx
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中山大学吴柏林教授 广告心理学绝密资料schiffman02imWord格式文档下载.docx
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4.Describethestepsintheconsumerresearchprocess.
5.Explainthedifferencebetweenprimaryandsecondaryresearch.
6.Discussthedifferencesbetweenqualitativeandquantitativeresearchdesignsandwhyyouwouldchooseoneovertheother.
7.Discussthedifferencesbetweenqualitativeandquantitativedatacollectioninstrumentsormethods.
8.Identifythevariousprobabilityandnonprobabilitysamplingmethods.
CHAPTERSUMMARY
Thefieldofconsumerresearchdevelopedasanextensionofthefieldofmarketingresearchtoenablemarketerstopredicthowconsumerswouldreactinthemarketplaceandtounderstandthereasonstheymadethepurchasedecisionstheydid.Consumerresearchundertakenfromamanagerialperspectivetoimprovestrategicmarketingdecisionsisknownaspositivism.Positivistresearchisquantitativeandempirical,andtriestoidentifycause-and-effectrelationshipsinbuyingsituations.Itisoftensupplementedwithqualitativeresearch.
Qualitativeresearchismoreconcernedwithprobingdeepwithintheconsumer’spsychetounderstandthemotivations,feelingsandemotionsthatdriveconsumerbehavior.Qualitativeresearchfindingscannotbeprojectedtolargerpopulations,butareusedprimarilytoprovidenewideasandinsightsforthedevelopmentofpositioningstrategies.Interpretivism,aqualitativeresearchperspective,isgenerallymoreconcernedwithunderstandingtheactofconsumingitselfratherthantheactofbuying(i.e.,consumerdecision-making).Interpretivistsviewconsumerbehaviorasasubsetofhumanbehavior,andincreasedunderstandingasakeytoeliminatingsomeoftheillsassociatedwithdestructiveconsumerbehavior.
Eachtheoreticalresearchperspectiveisbasedonitsownspecificassumptionsandusesitsownresearchmethodologies.Positivistsgenerallyuseprobabilitystudiesthatcanbegeneralizedtolargerpopulations.Interpretiviststendtoviewconsumptionexperiencesasuniquesituationsthatoccuratspecificmomentsintime;
thereforetheycannotbegeneralizedtolargerpopulations.Thetwotheoreticalresearchorientationsarehighlycomplementaryandusedtogetherprovideadeeperandmoreinsightfulunderstandingofconsumerbehaviorthaneitherapproachusedalone.
Theconsumerresearchprocess—whetherquantitativeorqualitativeinapproach—generallyconsistsofsixsteps:
definingobjectives,collectingsecondarydata,developingaresearchdesign,collectingprimarydata,analyzingthedata,andpreparingareportofthefindings.Theresearchermustmakeeveryefforttoensurethattheresearchfindingsarereliable(thatareplicationofthestudywouldprovidethesameresults)andvalid(thattheyanswerthespecificquestionsforwhichthestudywasoriginallyundertaken).
CHAPTEROUTLINE
INTRODUCTION
1.Thefieldofconsumerresearchdevelopedasanextensionofthefieldofmarketingresearch.
2.Studyingconsumerbehaviorenablesmarketerstopredicthowconsumerswillreactto
promotionalmessagesandtounderstandwhytheymakethepurchasedecisionstheydo.
3.Recently,marketersbegantorealizethatcustomerresearchisauniquesubsetofmarketing
research,whichmeritstheutilizationofspecializedresearchmethodsthatcollectcustomer
dataandalsoenhancethecompany’srelationshipwithitscustomers.
*****UseLearningObjective#1Here;
UseTable2-1Here*****
CONSUMERRESEARCHPARADIGMS
1.Theearlyconsumerresearchersgavelittlethoughttotheimpactofmood,emotion,orsituationonconsumerdecisions.Theybelievedthatmarketingwassimplyappliedeconomics.
2.Despitetheirassumptionsthatconsumerswerelogicalproblemsolverswhoengagedincarefulthoughtprocesses(i.e.,informationprocessing)toarriveattheirconsumptiondecisions,researcherssoonrealizedthatconsumerswerenotalwaysconsciouslyawareofwhytheymadethedecisionstheydid.
3.In1939,aViennesepsychoanalystnamedErnestDichterbegantouseFreudianpsychoanalytictechniquestouncoverthehiddenmotivationsofconsumers.
4.Bythelate1950s,hisresearchmethodology(calledmotivationalresearch),whichwasessentiallyqualitativeinapproach,waswidelyadoptedbyconsumerresearchers.
5.AsaresultofDichter’sworkandsubsequentresearchdesignedtosearchdeepwithintheconsumer’spsyche,consumerresearcherstodayusetwodifferenttypesofresearchmethodologytostudyconsumerbehavior—quantitativeresearchandqualitativeresearch.
*****UseKeyTermsmotivationalresearch,quantitativeresearchandqualitativeresearch
Here;
UseLearningObjective#2Here*****
QuantitativeResearch
1.Quantitativeresearchisdescriptiveinnature,andisusedbyresearcherstounderstandtheeffectsofvariouspromotionalinputsontheconsumer,thusenablingmarketersto“predict”consumerbehavior.
2.Thisresearchapproachisknownaspositivism,andconsumerresearchersprimarilyconcernedwithpredictingconsumerbehaviorareknownaspositivists.
3.Theresearchmethodsusedinpositivistresearchareborrowedprimarilyfromthenaturalsciencesandconsistofexperiments,surveytechniques,andobservation.
4.Thefindingsaredescriptive,empirical,andifcollectedrandomlycanbegeneralizedtolargerpopulations.
*****UseKeyTermpositivismHere;
UseLearningObjectives#2and#3Here;
Use
DiscussionQuestion#2Here*****
QualitativeResearch
1.Qualitativeresearchmethodsconsistofdepthinterviews,focusgroups,metaphoranalysis,collageresearch,andprojectivetechniques.
2.Thesetechniquesareadministeredbyahighlytrainedinterviewer/analystwhoalsoanalyzesthefindings—thus,theytendtobesomewhatsubjective.
3.Becausesamplesizesarenecessarilysmall,findingscannotbegeneralizedtolargerpopulations.
4.Anumberofacademiciansviewconsumerbehaviorasasubsetofhumanbehavior.
5.Interestinunderstandingconsumerexperienceshasledtotheterminterpretivism;
theresearcherswhoadoptthisparadigmareknownasinterpretivists.
a)Interpretivistsengageinqualitativeresearch.
b)Amongtheresearchmethodologiestheyuseareethnography,semiotics,anddepthinterviews.
c)Qualitativeresearchisalsorelatedtoculturalanthropologyandthestudyofsymbols.
d)Broadlyspeaking,thefindingsofqualitativeresearchcannotbegeneralizedtolargepopulations.Thisformofresearch,however,isstillmeaningful.
*****UseKeyTerminterpretivismHere;
UseDiscussionQuestion#2Here;
UseTable2-2Here*****
CombiningQualitativeandQuantitativeResearchFindings
1.Somemarketersuseacombinationofquantitativeandqualitativeresearch.
2.Theyusequalitativeresearchfindingstodiscovernewideasandtodeveloppromotionalstrategy,andquantitativeresearchfindingstopredictconsumerreactionstovariouspromotionalinputs.
3.Sometimesideasstemmingfromqualitativeresearcharetestedempirically.
4.Marketershavediscoveredthatratherthanconflicting,thesetworesearchparadigmsarereallycomplementaryinnature.
*****UseLearningObjective#3Here*****
TheConsumerResearchProcess
1.Themajorstepsintheconsumerresearchprocessare:
a)Definingtheobjectivesoftheresearch.
b)Collectingandevaluatingsecondarydata.
c)Designingaprimaryresearchstudy.
d)Collectingprimarydata.
e)Analyzingthedata.
f)Preparingareportonthefindings.
*****UseLearningObjective#4Here;
UseFigure2-1Here*****
DevelopingResearchObjectives
1.Thefirststepintheconsumerresearchprocessistocarefullydefinetheobjectivesofthestudy.
2.Itisimportantforthemarketingmanagerandtheresearchertoagreeattheoutsetonthepurposesandobjectivesofthestudytoensurethattheresearchdesignisappropriate.
a)Acarefullythought-outstatementofobjectiveshelpstodefinethetypeandlevelofinformationneeded.
3.Ifthepurposeofthestudyistocomeupwithnewideasforproductsorpromotionalcampaigns,thenaqualitativestudyisusuallyundertaken.
4.Qualitativestudiesentailtheinterviewingofsmallnumbersofrespondentsbytrainedprofessionals,whoalsodotheanalysis.
5.Becauseofthesmallnumberofrespondents,thefindingsoftheresearcharenotusuallyprojectabletothemarketplace.
6.Quantitativestudiesareusedtofindouthowmanypeopleinthepopulation(whatpercentage)usecertainproductsandhowfrequentlytheyusethem.
a)Anexploratorystudymaybeusedtoidentifythecriticalissuestoincludeinthedatacollectioninstrument(e.g.,questionnaire).
*****UseKeyTermexploratorystudyHere;
UseLearningObjective#4Here*****
CollectingSecondaryData
1.Secondaryinformationisanydataoriginallygeneratedforsomepurposeotherthanthepresentresearchobjectives.
2.Locatingsecondarydataiscalledsecondaryresearch.Originalresearchperformedbyindividualresearchersororganizationstomeetspecificobjectivesiscalledprimaryresearch.
a)Secondaryresearchmayprovidesufficientinsightsothatprimaryresearchisnotnecessary.
b)Therearenumeroussourcesofsecondarydata.
c)Governmentagencies,privatepopulationdatafirms—suchasA.C.Nielsen,marketingresearchcompanies,andadvertisingagencies.
d)Retailersandnonprofitorganizationsoftenhaverelevantdemographicinformation.
*****UseKeyTermssecondaryresearchandprimaryresearchHere;
UseTable2-3
He
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