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Lecture 2

MKT 350 Lecture Notes - Lecture 2: Projective Test, Semantic Differential, Likert Scale

Course Code
MKT 350

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MKT 350 Consumer Behavior Chapter 16
Chapter 16: Consumer Research
Approaches to Research:
-Positivist – objective is mainly prediction of consumer behavior, mostly relies on post
behaviors and quantitative techniques
-Interpretivist – objective is mainly to understand reasons why people engage in certain
behaviors, use both qualitative and quantitative techniques
Secondary data – existing information that was originally gathered for a research purpose other
than the present research
-Internal secondary data
-External secondary data
o Government secondary data
oSyndicated market research
oConsumer panels
-Advantages of secondary data
oMay provide solution
oHelps clarify and redefine objectives of the primary study
oHelps identify difficulties that are likely to occur in full-scale study
oCheaper and quicker than primary data
-Limitations of secondary data
oCategorization of units may not match what researcher seeks
oIt may not be accurate; errors may have been made in data collection and/or
oData could be out of date
Primary data – qualitative research
-Depth interviews, focus groups, projective techniques
oRejects idea that consumers are rational decision makers
oMotivational researchers – consumers either unaware/unable to express motives
oSmall sample sizes – not generalizable to population
oIdeal for initial ideas (promotional campaigns, products, positioning)
-Methods – depth interviews
oAlso called one-on-one interviews
oUsually 20 minutes to an hour
oNot structured
oInterviewer will often probe to get more feedback
oSession is usually recorded
-Focus groups
o8-10 respondents
oRespondents are recruited through a screener questionnaire
oLasts about 2 hours
oAlways taped or videotaped to assist analysis
oOften held in front of two way mirrors
oOnline focus groups are growing
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