Chapter 2 Consumer Reserch
11 Oct 2009•0 j'aime•15,397 vues
Télécharger pour lire hors ligne
Signaler
Consumer Behavior Ninth Edition Schiffman and Kanuk
Avinash KumarSuivre
Recommandé
Consumer Resarchrifatbabu
Chapter 1 Consumer Behavior Its Origins And Strategic ApplicationsAvinash Kumar
Presentation on consumer behaviour and marketing strategyKARISHMA KUMARI
Chapter 10 Referene Group And Family ReferenceAvinash Kumar
Chapter 4 Consumer MotivationAvinash Kumar
Chapter 2 Consumer Research Nishant Agrawal
Contenu connexe
Tendances
Consumer BehaviourDr. Pratiksha Patil
MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSETAvinash Singh
Chapter 7 Consumer LearningAvinash Kumar
The Consumer Research ProcessNishant Agrawal
Chapter 5 Personality And Consumer BehaviorAvinash Kumar
Chapter 8 Consumer Attitude Formation And ChangeAvinash Kumar
En vedette
Consumer Behavior and Marketing Strategy chapter 1 moghimiBahman Moghimi
Levels of Consumer Decision making & A model of Consumer Decision making in C...AJIT GAUTAM
Consumer Decision Making ModelsMithilesh Trivedi
consumer-behavior-pptH9460730008
Consumer behavior and factors influencing consumer behaviorWish Mrt'xa
Consumer BehaviourArjun Ramesh
Similaire à Chapter 2 Consumer Reserch
3 marketing researchrrhhoohhii
Research methodology - Collection of DataThe Stockker
Consumer behaviour researchPrerna Gaur
Research designMaxamed Dalmar
Marketing resaerch 2nd unitSajin Sunny
Chapter 3Sharad Patel
Plus de Avinash Kumar
Chap010Avinash Kumar
Chap009Avinash Kumar
Chap011Avinash Kumar
Chap006Avinash Kumar
Chap004Avinash Kumar
Chap003Avinash Kumar
Chapter 2 Consumer Reserch
- 1. Chapter 2 Consumer Research
- 2.
- 3.
- 4.
- 5. Burke Research Uses a Variety of Projective Techniques weblink
- 6.
- 7.
- 8. The Consumer Research Process Figure 2.1
- 9.
- 10.
- 11.
- 12.
- 13. U.S. Census Data weblink
- 14.
- 15.
- 16.
- 17. Observational research is often used to design products to meet needs.
- 18.
- 19. Foxwoods Casino Uses Mechanical Observational Research - Figure 2-2
- 20. Arbitron Mechanical Observation
- 21.
- 22.
- 23. Surveys Data Collection Methods Personal Interview Mail Telephone Online
- 24. Online Surveys Are Growing in Popularity weblink
- 25. Table 2.2 Comparative Advantages MAIL TELEPHONE PERSONAL INTERVIEW ONLINE Cost Low Moderate High Low Speed Slow Immediate Slow Fast Response rate Low Moderate High Self-selection Geographic flexibility Excellent Good Difficult Excellent Interviewer bias N/A Moderate Problematic N/A Interviewer supervision N/A Easy Difficult N/A Quality of response Limited Limited Excellent Excellent
- 26.
- 27.
- 28.
- 29.
- 30. Online Focus Groups Are Gaining in Popularity
- 31. Figure 2.4 Focus Group Discussion Guide 1. Why did you decide to use your current cellular company? 2. How long have you used your current cellular company? 3. Have you ever switched services? When? What caused the change? 4. What do you think of the overall quality of your current service? 5. What are the important criteria in selecting a cellular service? Examples of Probe questions: a. Tell me more about that . . . b. Share your thinking on this . . . c. Does anyone see it differently . . .
- 32.
- 33.
- 34.
- 35. Customer Satisfaction Survey
- 36.
- 37. Table 2.4 Probability Sampling Designs Simple random sample Every member of the population has a known and equal chance of being selected. Systematic random sample A member of the population is selected at random and then every “nth” person is selected. Cluster (area) sample The population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview. Stratified random sample The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group.
- 38.