New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Consumer Behavior Marketing 410 Chapter 2 Book Notes

by: Stephanie Marie

Consumer Behavior Marketing 410 Chapter 2 Book Notes Marketing 410

Marketplace > University of Massachusetts > Marketing > Marketing 410 > Consumer Behavior Marketing 410 Chapter 2 Book Notes
Stephanie Marie
GPA 3.658

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

Consumer Behavior Book Notes
Consumer Behavior
Iyer Earswar
Class Notes
25 ?




Popular in Consumer Behavior

Popular in Marketing

This 6 page Class Notes was uploaded by Stephanie Marie on Wednesday February 24, 2016. The Class Notes belongs to Marketing 410 at University of Massachusetts taught by Iyer Earswar in Winter 2016. Since its upload, it has received 30 views. For similar materials see Consumer Behavior in Marketing at University of Massachusetts.


Reviews for Consumer Behavior Marketing 410 Chapter 2 Book Notes


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 02/24/16
Marketing 410 Chapter 2 The Consumer Research Process Imperative to Conduct Consumer Research ● enables marketers to predict or anticipate how marketers might better meet  consumer needs by offering them more suitable products and marketing messages ● rapid increase in cross cultural or regional consumer behavior studies because  companies are expanding globally An Overview of the Consumer Research Process ● primary research­ new research especially designed and collected for purposes  of a current research problem ● qualitative research­ focus groups, interviews, etc.  ● quantitative research­ observational research, experimentation, survey research ● 6 steps to the consumer research process 1. Developing Research Objectives ● is it to segment the market for HD TV sets? (example) ● a carefully thought out statement of objectives helps to insure that the info  needed is secured and that costly errors are avoided  ● exploratory study­ commonly using a qualitative methodology such as a few  focus group sessions or series of one on one in depth interviews to identify the critical  issues needed to develop focus and more precise research objectives for their  quantitative research method 2. Collecting Secondary Data ● secondary data­ already existing information that was originally gathered for a  research purpose other than the present research  ● provides a good starting point ● can cut down or cause primary data to be avoided all together  ● Internal Secondary Data ○ previously collected in house information that was originally used  for some other purpose  ○ customer lifetime value profiles­ include customer acquisition  costs, the profits generated from individual sales to each customer, the costs of  handling customers and their orders, and variable orders that cost more to  handle and the expected duration of their relationship  ● External Secondary Data ○ comes from sources outside of the organization  ■ public and government secondary data ● made available for a very nominal  cost ● example: ■ periodicals and articles available from online search services ● newspapers and books ● example: Lexis Nexis  ○ enable access to Wall Street Journal and Forces, etc. ■ syndicated commercial marketing and media  research services ● subscriber based studies that are  offered by marketing research companies that routinely sell data  to subscribing marketers ● secondary data is also offered by  companies that routinely monitor a particular consumption related  behavior and sell their data to marketing companies who use the  insights to make more informed strategic decisions  ○ Nielsen ● portable people meters­ PDA sized  devices which individuals carry  ■ Consumer Panels ● the members of the panel are paid  for recording their purchases and or media viewing habits in  diaries that are then combined with thousands of households and  analyzed by the data providers  ● marketing and advertising agencies  pay the panel providers a subscription fee ■ limitations of secondary data: information may be  categorized in units that are different from those that the researcher  seeks  ● some may not be accurate because  of errors in gathering or analyzing data  ● data could have been biased  ● cannot use outdated secondary data 3. Designing Primary Research ● Designing and Conducting Qualitative Research ○ motivational researchers­ those who rejected the simple economic viewpoint  that consumer marketing was simply applied economics and that  consumers were rational decision makers who objectively evaluated the goods  and services available to them and selected those that gave them the highest  utility  ■ consumers were not always consciously aware of  why they made the decisions they did  ○ researcher has to take into consideration the purpose of the study, the types of interviews that are likely to be best given the purpose of the research and the types of data instruments most suitable for securing the information  needed  ○ Depth Interviews ■ “one on one” ■ somewhat lengthy, structured interview between a  single respondent and a highly trained researcher  ■ consumer needs to be relaxed to open up about  opinions ■ researcher encourages the respondent to talk freely about the product or brand under study ○ Focus Groups ■ discussion group  ■ consists of 8 to 10 participants who meet with a  moderator­researcher to focus on or explore a particular product or  product category  ■ take less time than depth interviews ■ screen questionnaire­ respondents are recruited on the basis of this consumer profile  ○ Discussion Guides ■ step by step outline that sets out the line of  questioning that the researcher needs to cover with the respondent in a  depth interview or a group of respondents in a focus group  ■ focus groups and depth interviews can cause  unanticipated information and extra insights ○ Qualitative Research Tools ■ projective techniques ● borrowed from psychoanalytic theory and practice and adapted for studying the unconscious  associations of consumers who may be concealing or suppressing some of their thoughts or reactions ● disguised tests that contain  ambiguous stimuli  ● more often used during depth  interviews than focus groups  ● examples: word associations,  sentence completions, photo/visuals for storytelling, role playing  ■ Metaphor analysis ● the use of one form of expression to  describe or represent feelings about another ● Zaltman Metaphor Elicitation  Technique (ZMET) ○ first patented  marketing research tool in the US ○ relies on visual  images to assess consumers’ deep and subconscious  thoughts about products, services, marketing ,etc. ■ Looking In Online Research ● researchers perform a key phrase  search of the stored threads and related postings  ● Designing and Conducting Quantitative Research ○ Observational Research ■ watching or carefully observing consumers’ actions  of purchasing and consuming especially in realistic surroundings  ■ provides greater insight into the bond between  people and products that is the essence of brand loyalty ■ loyalty cards are used for mechanical observation ■ audit is another type of mechanical observation that entails monitoring the sales of products  ■ psychological observation devices­ monitor  respondents’’ patterns of information processing  ● electric eye camera to monitor the  eye movements of subjects  ○ Experimentation ■ causal research­ only one variable is manipulated,  independent variable, while all other elements are kept constant ● controlled experiment  ■ test marketing­includes the selection of a  representative single market area and then conducting a market  introduction in order to test the actual response of consumers to the  marketing effort under actual marketing conditions ○ Survey Research ■ in person, by phone, by email, by mail ■ personal interview surveys­ face to face, most often take place in a public space or a retail shopping area ■ telephone interview survey­evenings and weekends are often the only times to reach telephone respondents  ● caller id, voice mail, etc. are all  problems ■ mail surveys­ conducted by sending questionnaires directly to individuals at their homes ● low response rate  ■ email surveys­ increasingly popular alternative to  using the postal services ● easy and quick to distribute ● inexpensive ■ online or Internet based surveys ● computer polls, etc. ● Quantitative Research Data Collection Instruments ○ validity­ if a study does in fact collect the appropriate data needed  to answer the questions or objectives stated in the first state of the research  process ○ reliability­ if the same questions, asked of a similar sample product the same findings  ○ Questionnaires ■ can be sent through the mail or online ■ must be interesting, objective, unambiguous, easy  to complete, and generally not burdensome ■ questionnaire can be disguised or undisguised as  to its true purpose ■ questions can be open or close ended  ■ wording the questions is the biggest challenge ○ Attitude Scales ■ list of products or product attributes for which they  are asked to indicate their relative feelings ■ Likert scale is the most popular form because it is  easy to prepare and interpret and simple for consumers to answer ● level of agreement or disagreement ■ semantic differential scale­ easy to construct and  administer  ● consists of a series of bipolar  adjectives anchored at the ends of odd numbered continuum  ■ behavior intention scale­ measures the likelihood  that consumers will act in a certain way in the future such as buying the  product again or recommending it to a friend ● easy to construct ■ rank order scales­ subjects are asked to rank items  such as products in order of preference in terms of some criterion  ● important competitive info ○ Customer Satisfaction Measurement ■ includes quantitative and qualitative measures as  well as a variety of contact methods with customers ■ customer satisfaction surveys­ measure how  satisfied the  customers are with relevant attributes of the product or  service and the relative importance of these attributes  ● “very satisfied” to “very dissatisfied” ■ mystery shoppers are professional observers who  pose as customers and interact with and provide unbiased evaluation of  the company’s service personnel in order to identify opportunities for  improving productivity and efficiency  ○ Sampling and Data Collection ■ sample­ a subset of the population that is used to  estimate the characteristics of the entire population ■ probability sample­ respondents are selected in  such a way that every member of the population studied has known, non­ zero chance of being selected ■ nonprobability sample­ population under study has  been predetermined n a nonrandom fashion on the basis of the  researcher’s judgement or decision to select a given number of  respondents from a particular group  4. Data Analysis and  5. Reporting Research Findings ● research report includes a brief executive summary of the findings  ○ recommendations for marketing action ○ full description of the methodology used and tables and graphics  to support findings


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"

Janice Dongeun University of Washington

"I used the money I made selling my notes & study guides to pay for spring break in Olympia, Washington...which was Sweet!"

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.