MARKETING RESEARCH PARADIGM
The consumer researchers first period just a little thought about the influence of mood (mood), emotion, situation or towards satisfaction of the consumer. They believe that it is the only marketing science applied economics, and the consumer is a rational decision makers, who objectively assess the goods and services available to them and simply choose which provides benefits (satisfaction) the highest with the lowest price.In 1939, a psychoanalyst from Vienna named Ernest Ditcher began wearing technique psychoanalyst Freud to unveil a hidden motivation to consumers. In the late 1950 's, his research methodology called motivational research is essentially a qualitative approach, used widely by the consumer research. Consumer researchers now use two different kinds of meteorologist to study consumer behavior research with quantitative and qualitative research.
QUANTITATIVE RESEARCH
Quantitative Research are descriptive and used to understand the influence of various consumer promotion entries, allowing marketers to "predict" consumer behavior . This research approach known as positivism and his group of researchers known as a positivist. The research method used consists of experiments, surveys, and observation techniques. Its results are empirical, descriptive, and if taken at random (using probability samples) can be generalized to a larger population.QUALITATIVE RESEARCH
Qualitative research methods consist of in-depth interviews, focus groups, analysis of figurative language, research collage, and projection. This technique is done through the analysis of highly trained and accurate methods to be subjective. Its results could not be generalized to the population because of the number of samples a bit. This technique is usually used to acquire various new ideas for promotional campaigns.
COMBINING the results of QUALITATIVE RESEARCH and QUANTITATIVE
Research using a combination of several marketers and qualitative to help aid strategic marketers' decisions because of the limited results of qualitative research. The results of this research are used to find many new ideas and promotional strategies, whereas quantitative research results used to predict consumer reaction against various inputs promotions.The Idea came from qualitative research, sometimes tested empirically and became the basis for the design of quantitative studies. The merger allows the marketer to design various marketing strategies that are more meaningful and more efficient at training profit or nonprofit. Both also provide a stronger base for public policy decisions.
The CONSUMER RESEARCH PROCESS
- The main steps in the consumer research process includes:
- Determine the purpose of the research
- Collecting and evaluating secondary data
- Designing study of primary research
- Collecting primary data
- Analyze the data
- Prepare reports results of research
I. DETERMINE the PURPOSE of the RESEARCH is
The first step in the process is to determine which consumers research carefully study purposes. It is important for marketing managers and researchers to agree on goals and purpose from the beginning of the study to ensure that appropriate research design. The purpose of the considered carefully to help you find the type and quality of information required.II. GATHERING and EVALUATING SECONDARY DATA
Secondary data information is any data that was originally produced for a specific purpose with different research purposes now. This information includes the results of the research which is based on research done outside the Organization various, the resulting data in to an earlier study, and even customer information collected by sales or credit the company.
III. designing the STUDY PRIMARY RESEARCH
approach to each type of research different from the point of data collection methods, the design tools and sample, the collection of data used, so that each the research approach is discussed separately. The design of quantitative research
Design the research study includes quantitative data collection methods, design and manufacture of samples, data collection tools (e.g. questionnaires).Methods Of Data Collection
There are three principal ways to collect data:- Observational Research, is an important consumer research methods, to gain a deep understanding of the relationship between people and products with attention to them during the process of buying and using the product. Observational research is also used extensively to understand the process of purchasing and consumption.
- Experimentation, Controlled experiments ensures that any difference in outcome variables was not free (the dependent variable) is caused by the different treatment towards the variable being studied and not by outside factors.
- The survey, it can be done in several ways, among others: (a) the survey interviewing individuals, (b) the survey by phone, (c) the survey by mail.
Data Collection Instruments
Data collection instruments include a questionnaire, a list of questions, personal views and attitude scale for qualitative data, discussion guidelines. Data collection instruments are usually tested first and in a "debugged" to ensure the validity and reliability of a research. The study is said to have validity if it really collects data appropriate and required to answer the question or stated goals at the first stage in the research process. The study is said to have the same questions if reliability, expressed a similar sample, to produce the same conclusion.Qualitative Research Design
In selecting the research proper format for qualitative studies, then to consider the purpose of the study and the type of data needed. The research methods used may be different in composition, but all have roots from the psychoanalytic and clinical aspects of the science of psychology, and emphasize the type of open-ended questions and answers are free.Methods Of Data Collection
The choice of data collection techniques for qualitative studies include in-depth interviews, focus groups, engineering analysis and projections, figuratively.
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