消费者研究方法.doc

消费者研究方法市场研究往往需要确保了解客户真正想要我们生产什么，而不是我们认为他们想要什么。 主要与次要的研究方法。有两种主要办法来做市场。二次研究涉及利用其他人已经整理的信息。例如，假如您正在考虑创业一个为高大的人服务的商业服装市场，你不需要研究他们有多高，他们有多少人存在，因为这些资料已经被美国政府出版发布。主要研究，与此相反，是研究设计和开展你自己。例如，您可能需要了解消费者想要更甜一点的还是更酸一点的软饮料。研究往往会帮助我们减少风险的一款新产品,但也不能完全冒这个险。同样重要的是要确定是否已经完成的研究。例如,可口可乐公司做了大量的研究,推出消费者似乎更喜欢的口味的可乐。然而,消费者不准备有这种饮料取代传统的可乐饮料。主要方法。为更多的信息关于次级市场研究工具和问题,请参阅/PDF/Secondary.pdf 。 次要方法。一些工具可用来的市场调研，例如，电子邮件问卷，电话调查，观察和重点群体。请参阅/PDF/ResearchMethods.pdf的优点和缺点。 调查是获取大量的有用的具体信息。调查可以包含开放性的问题(例如,“在哪个城市和省你出生? _ _”)或封闭式,被要求选择从一个简短的答案列表(比如,“_男_女。”开放性问题有优势,包括但不限于被列出的选项,被申请人不受列出的反应。然而,开放性的问题往往忽略被访者、编码可以不小的挑战。一般而言，问卷调查，以产生有意义的反应，样本量超过100 ，因为通常要求精度是至关重要的。举例来说,如果市场占有率达20%会导致损失，而30%会有利可图,可信区间的20 - 35%太宽是有用的。调查是在几个不同的形式。邮寄调查相对便宜，但答复率通常比较低，通常有5%-20 。电话调查，得到的答复率略有提高，但不是很多问题都可以问，因为许多答案选项必须反复，很少有人愿意留在手机上超过五分钟。商场拦截是一种方便的方法吸引消费者，但受访者可能不愿意讨论任何敏感的面对面的采访。 调查，任何种类的研究都很容易受到偏见。微小的措辞问题能够影响了大量成果。例如，越来越多的人没有回答的问题：“如果对民主的讲话被允许？ ”比回答“应该对民主的讲话被禁止？”的面对面采访，采访的偏见是一个危险的。采访时，就会发生偏差影响面试答辩的方式解答。例如，无意识的采访者，正说公司制造的有关产品的好的时候可能有点微笑和说负面问题的时候会有一点皱眉。被采访者可能说一些更积极的不是他或她的真正意见。最后，反应偏差可能会发生，如果只是部分的样本作出反应的一项调查显示，受访者的答案可能不是代表的人口。 重点小组在营销时，要推出一个新产品或修改现有的。焦点小组，通常是指有一些人走到一起8月12日在一个房间，讨论他们的消费偏好和经验。该小组通常是由主持人，谁就会开始了广泛的讨论的主题相关的广泛的产品不提产品本身。例如，焦点小组，旨在无糖饼干可能首先解决消费者吃零食的偏好，只有逐步走向具体产品的无糖饼干。不提产品的方面，我们避免偏置与会者以为只有在特定的产品带出。因此，而不是消费者认为主要在哪些方面可能是好还是坏的产品，我们可以让他们更广泛地讨论，最终他们真正寻求利益。例如，而不是让消费者仅仅讨论表里如一的一些无糖饼干，我们正在考虑释放到市场，我们可以谈论消费者使用他们的动机是什么小吃和一般种类的利益，他们寻求。这样的讨论可能会揭示了关注 有益健康的食品。探索的意义健全，消费者可能表明的愿望，以避免人工配料。这将是一个重要的问题在营销无糖饼干，但可能不会出现，如果消费者被要求直接评论该产品在使用人造成分是，由于性质的产品，必要的。 焦点团体非常适合一些目的，但并不适合他人。一般情况下，重点小组是非常好的获得广度，即找出什么样的问题是重要的消费者在一个特定的产品类别。在这里，是有帮助的群体，重点是完全“不限成员名额： ”消费者提到他或她的喜好和意见，并重点小组主持人可以向消费者详细说明。在调查表中，如果一个人没有想到的事情要问，那么，很少有消费者会花时间写了一个详细的回答。焦点团体也有一些缺点，例如： 他们代表小样本大小。由于运作成本的重点群体，只有少数几个团体都可以执行。假设你运行的四个专题小组10名成员每个。这将导致一个n4（10）= 40，这是太小，无法一概而论从。因此，重点小组不能给我们一个很好的想法： 什么的人口比例可能购买的产品。 什么价格消费者愿意支付。 该集团本身的社会。这意味着： 消费者常说的事情，可能使它们看起来好（即看公共电视，而不是肥皂剧或每日为自己的家庭的库克新鲜膳食），即使这是不正确的。 消费者可能不愿意谈论尴尬问题（例如，控制体重，控制生育） 。 个人访谈涉及深入讯问个人对他或她的兴趣或经验的产品。这里的好处是，我们能真正进入深度（答辩时说，有趣，我们可以问他或她的阐述） ，但此方法的研究是代价高的，可极易发生访谈者偏见。 要获得一个人详细的面谈，它可以帮助尝试一种常用工具的心理学家和精神病医生，简单地重复的人说什么。他或她通常会成为尴尬的沉默之后，然后将倾向于制定。这种做法的好处，它减少了干扰与被告自己的意见和想法。他或她是不是受了新的问题，而是会，而是去进行更深入的他或她说。 个人访谈非常容易疏忽“信号”的答辩。虽然访问者希望得到的真相，他或她可能有重大的利害关系积极的消费者的反应。不知不觉中，然后，他或她可能会无意中笑容有点当一些积极的表示和皱眉有些是负面的东西时说。自觉地，这往往会不会明显，与被告往往不会自觉地意识到，他或她是“加强”和“惩罚”的话说积极或消极的东西，但在无意识的水平，累积影响数面表现形式有可能受到限制。虽然这种类型的空调不会完全否定答复说，所有积极的事情，它可能“回旋”的平衡，使一些受访者说，更可能积极的想法和扣留，或限制的期限，负面的想法。 投影技术用于消费时，可能会感到不好意思承认某些意见，情感，或偏好。例如，许多老年人高管可能不会舒适承认被吓倒电脑。人们发现，在这种情况下，人们往往会更公开谈论“别人。 ”因此，我们可能会要求他们解释原因，朋友还没有购买一台电脑，或讲一个故事，一个人在图片谁是或不是使用的产品。的主要问题是，这种方法就很难分析的反应。 投射技术本质上是低效使用。复杂背景下，要落实需要时间和能源以外的主要问题。也可能有真正的差别被告和第三方。话说或思考的东西“访问太接近家”也可影响答辩，谁可能会或可能无法看到的诡计。 观察消费者往往是一个功能强大的工具。看消费者如何选择需要的产品可能会产生深入了解他们是如何做出决定和他们所期待的。例如，一些美国制造商担心低销售它们的产品在日本。观察日本的消费者，发现其中的许多日本消费者仔细包寻找一个名称的主要生产商，该产品的具体品牌的共同在美国的（例如，红潮）没有令人印象深刻的，对日本，谁想要一个名称大公司像三菱或宝洁。观察可以帮助我们确定有多少时间花在消费者比较价格，或是否营养标签正在协商。 问题出现是否这种类型的“间谍”不适当地侵犯消费者的隐私。虽然有可能是令人担心，因为某些个人不同意参加这一研究，应该指出的是，没有什么特别的兴趣的个人客户被监视的。现在的问题是消费者，无论是作为整个集团或群体，这样做。消费者受益，例如，从商店，目的是有效地促进有效的购物场所。如果发现，妇女比男人更不舒服站在别人太接近，该地区的商店繁忙的妇女可设计相应。什么是报告在这方面，然后，是平均值和趋势的反应。其意图是没有找到“多汁”的具体意见，以一个客户。视频剪辑与帕克德昂德希尔，我们看到在课堂上展示了应用研究，以观察零售设置。通过了解的现象，如倾向右转，商品的位置可以看到。还可以找出问题领域，客户可能会过于脆弱的“ ，但刷” ，或过于密切的接触等。这种方法可用于识别的问题，客户的经验，如很难找到一种产品，是一面镜子，一个更衣室，或商店员工的帮助。 在线研究方法。互联网现在的绝大多数家庭在美国，因此，线上研究提供了新的机会和增加了在使用中。 一个潜在的好处在线调查是利用“有条件的分支。 ”在传统的纸张和铅笔调查，一个问题可能会问，如果答辩人选购新车，在过去8个月。如果被告回答“没有， ”他或她将被要求跳至几个问题，例如，直问题17不是程序若干9 。如果被告回答“是的， ”他或她将指示到下一个问题是，随着未来几年的，将解决与此相关的购物体验。允许有条件的分支计算机跳过直接到相应的问题。如果答辩人是问哪个品牌的他或她认为，还可以自定义品牌比较问题所列。假设，举例说，答辩人认为福特，丰田，现代，将有可能要问这个问题的问题，他或她的观点，相对质量分别配对在这种情况下，福特与丰田，福特与现代，丰田与现代。 在线调查有某些缺点。一些消费者可能会更舒服比其他网上活动，而不是所有的家庭将有机会。然而今天，这种类型的反应偏差，很可能无法明显大于与其他类型的研究方法。更严重的问题是，它一直在网上研究，这是非常困难的，如果不是不可能的话，让受访者仔细阅读说明和其他信息网上有一种趋势是迅速采取行动。这使人们难以执行的研究，取决于被告的阅读情况或产品描述。 网上搜索的数据和页面访问日志提供了宝贵的地面进行分析。可以看到各种术语经常使用的那些谁使用一个公司的网站的搜索功能或看到所采取的路线得到大多数消费者的网页的信息，他们最终想要的。如果消费者长期使用某些经常说，不使用该公司在其产品说明，需要包括这个词在在线内容中可以看出搜索日志。如果消费者需要很长时间， “残酷”路线，以经常访问的信息，它可能是适当的，重新设计的菜单结构和/或插入超链接的“中间”网页，发现在许多用户的路线。 扫描仪的数据。许多消费者会员超市“俱乐部”。 在返回签署P的一张牌，并提出购买时，消费者往往资格相当的折扣，选定产品。 研究人员使用一个更加详细的版本的这种类型的计划在一些社区。在这里，许多消费者接受小付款和/或其他奖励申请参加一个研究小组。然后，他们收到卡，请他们提出的任何时间，他们去购物。几乎所有的零售商通常会在该地区的合作。现在可以跟踪消费者购买的所有商店，有一个历史记录。 消费者的购物记录通常是结合人口信息（例如，收入，教育水平的成年人在家庭，职业的成年人，年龄的儿童，以及是否拥有家庭和租金）和家庭的电视收看习惯。 （电子设备运行的公司，如AC尼尔森公司将面临真正认识到每个家庭成员时，他或她坐下来观赏） 。 现在可以评估的相对影响的若干因素对消费者的选择，例如， 什么品牌在一个特定的产品类别是买在过去，或一系列的过去，购买场合；是否，以及如果是的话，多少次的消费者已经看到了广告中的品牌竞争的问题或一个；无论是品牌的目标（和/或竞争一）是在商店出售的访问；无论任何品牌有优惠展示空间；收入的影响和家庭规模的购买模式；无论是优惠券用于购买，如果是这样，它的价值。 一个“分裂线”技术使研究人员随机选择一半的小组成员在特定的社会接受治疗的一个广告，而另一半的。真正的选择是随机的，因为每个家庭，而不是社区，是一个选择获得的待遇或其他。因此，观察分歧应允许误差，是由于该广告接触，因为没有其他系统之间的差别的群体。 顾客购物卡通常联合个人信息（例如，收入，教育水平，家长，孩子年龄，房租）和家庭看电视习惯等。 Consumer Research Methods原文出处：/Market research is often needed to ensure that we produce what customers really want and not what we think they want.Primary vs. secondary research methods. There are two main approaches to marketing. Secondary research involves using information that others have already put together. For example, if you are thinking about starting a business making clothes for tall people, you dont need to question people about how tall they are to find out how many tall people existthat information has already been published by the U.S. Government. Primary research, in contrast, is research that you design and conduct yourself. For example, you may need to find out whether consumers would prefer that your soft drinks be sweater or tarter.Research will often help us reduce risks associated with a new product, but it cannot take the risk away entirely. It is also important to ascertain whether the research has been complete. For example, Coca Cola did a great deal of research prior to releasing the New Coke, and consumers seemed to prefer the taste. However, consumers were not prepared to have this drink replace traditional Coke.Secondary Methods. For more information about secondary market research tools and issues, please see /PDF/Secondary.pdf .Primary Methods. Several tools are available to the market researchere.g., mail questionnaires, phone surveys, observation, and focus groups. Please see /PDF/ResearchMethods.pdf for advantages and disadvantages of each.Surveys are useful for getting a great deal of specific information. Surveys can contain open-ended questions (e.g., “In which city and state were you born? _”) or closed-ended, where the respondent is asked to select answers from a brief list (e.g., “_Male _ Female.” Open ended questions have the advantage that the respondent is not limited to the options listed, and that the respondent is not being influenced by seeing a list of responses. However, open-ended questions are often skipped by respondents, and coding them can be quite a challenge. In general, for surveys to yield meaningful responses, sample sizes of over 100 are usually required because precision is essential. For example, if a market share of twenty percent would result in a loss while thirty percent would be profitable, a confidence interval of 20-35% is too wide to be useful.Surveys come in several different forms. Mail surveys are relatively inexpensive, but response rates are typically quite lowtypically from 5-20%. Phone-surveys get somewhat higher response rates, but not many questions can be asked because many answer options have to be repeated and few people are willing to stay on the phone for more than five minutes. Mall intercepts are a convenient way to reach consumers, but respondents may be reluctant to discuss anything sensitive face-to-face with an interviewer.Surveys, as any kind of research, are vulnerable to bias. The wording of a question can influence the outcome a great deal. For example, more people answered no to the question “Should speeches against democracy be allowed?” than answered yes to “Should speeches against democracy be forbidden?” For face-to-face interviews, interviewer bias is a danger, too. Interviewer bias occurs when the interviewer influences the way the respondent answers. For example, unconsciously an interviewer that works for the firm manufacturing the product in question may smile a little when something good is being said about the product and frown a little when something negative is being said. The respondent may catch on and say something more positive than his or her real opinion. Finally, a response bias may occurif only part of the sample responds to a survey, the respondents answers may not be representative of the population.Focus groups are useful when the marketer wants to launch a new product or modify an existing one. A focus group usually involves having some 8-12 people come together in a room to discuss their consumption preferences and experiences. The group is usually led by a moderator, who will start out talking broadly about topics related broadly to the product without mentioning the product itself. For example, a focus group aimed at sugar-free cookies might first address consumers snacking preferences, only gradually moving toward the specific product of sugar-free cookies. By not mentioning the product up front, we avoid biasing the participants into thinking only in terms of the specific product brought out. Thus, instead of having consumers think primarily in terms of what might be good or bad about the product, we can ask them to discuss more broadly the ultimate benefits they really seek. For example, instead of having consumers merely discuss what they think about some sugar-free cookies that we are considering releasing to the market, we can have consumers speak about their motivations for using snacks and what general kinds of benefits they seek. Such a discussion might reveal a concern about healthfulness and a desire for wholesome foods. Probing on the meaning of wholesomeness, consumers might indicate a desire to avoid artificial ingredients. This would be an important concern in the marketing of sugar-free cookies, but might not have come up if consumers were asked to comment directly on the product where the use of artificial ingredients is, by virtue of the nature of the product, necessary.Focus groups are well suited for some purposes, but poorly suited for others. In general, focus groups are very good for getting breadthi.e., finding out what kinds of issues are important for consumers in a given product category. Here, it is helpful that focus groups are completely “open-ended:” The consumer mentions his or her preferences and opinions, and the focus group moderator can ask the consumer to elaborate. In a questionnaire, if one did not think to ask about something, chances are that few consumers would take the time to write out an elaborate answer. Focus groups also have some drawbacks, for example:They represent small sample sizes. Because of the cost of running focus groups, only a few groups can be run. Suppose you run four focus groups with ten members each. This will result in an n of 4(10)=40, which is too small to generalize from. Therefore, focus groups cannot give us a good idea of: What proportion of the population is likely to buy the product. What price consumers are willing to pay. The groups are inherently social. This means that: Consumers will often say things that may make them look good (i.e., they watch public television rather than soap operas or cook fresh meals for their families daily) even if that is not true. Consumers may be reluctant to speak about embarrassing issues (e.g., weight control, birth control). Personal interviews involve in-depth questioning of an individual about his or her interest in or experiences with a product. The benefit here is that we can get really into depth (when the respondent says something interesting, we can ask him or her to elaborate), but this method of research is costly and can be extremely vulnerable to interviewer bias.To get a person to elaborate, it may help to try a common tool of psychologists and psychiatristssimply repeating what the person said. He or she will often become uncomfortable with the silence that follows and will then tend to elaborate. This approach has the benefit that it minimizes the interference with the respondents own ideas and thoughts. He or she is not influenced by a new question but will, instead, go more in depth on what he or she was saying.Personal interviews are highly susceptible to inadvertent “signaling” to the respondent. Although an interviewer is looking to get at the truth, he or she may have a significant interest in a positive consumer response. Unconsciously, then, he or she may inadvertently smile a little when something positive is said and frown a little when something negative is said. Consciously, this will often not be noticeable, and the respondent often will not consciously be aware that he or she is being “reinforced” and “punished” for saying positive or negative things, but at an unconscious level, the cumulative effect of several facial expressions are likely to be felt. Although this type of conditioning will not get a completely negative respondent to say all positive things, it may “swing” the balance a bit so that respondents are more likely to say positive thoughts and withhold, or limit the duration of, negative thoughts.Projective techniques are used when a consumer may feel embarrassed to admit to certain opinions, feelings, or preferences. For example, many older executives may not be comfortable admitting to being intimidated by computers. It has been found that in such cases, people will tend to respond more openly about “someone else.” Thus, we may ask them to explain reasons why a friend has not yet bought a computer, or to tell a story about a person in a picture who is or is not using a product. The main problem with this method is that it is difficult to analyze responses.Projective techniques are inherently inefficient to use. The elaborate context that has to be put into place takes time and energy away from the main question. There may also be real differences between the respondent and the third party. Saying or thinking about something that “hits too close to home” may also influence the respondent, who may or may not be able to see through the ruse.Observation of consumers is often a powerful tool. Looking at how consumers select products may yield insights into how they make decisions and what they look for. For example, some American manufacturers were concerned about low sales of their products in Japan. Observing Japanese consumers, it was found that many of these Japanese consumers scrutinized packages looking for a name of a major manufacturerthe product specific-brands that are common in the U.S. (e.g., Tide) were not impressive to the Japanese, who wanted a name of a major firm like Mitsubishi or Proctor & Gamble. Observation may help us determine how much time consumers spend comparing prices, or whether nutritional labels are being consulted.A question arises as to whether this type of “spying” inappropriately invades the privacy of consumers. Although there may be cause for some concern in that the particular individuals have not consented to be part of this research, it should be noted that there is no particular interest in what the individual customer being watched does. The question is what consumerseither as an entire group or as segmentsdo. Consumers benefit, for example, from stores that are designed effectively to promote efficient shopping. If it is found that women are more uncomfortable than men about others standing too close, the areas of the store heavily trafficked by women can be designed accordingly. What is being reported here, then, are averages and tendencies in response. The intent is not to find “juicy” observations specific to one customer.The video clip with Paco Underhill that we saw in class demonstrated the application of observation research to the retail setting. By understanding the phenomena such as the tendency toward a right turn, the location of merchandise can be observed. It is also possible to identify problem areas where customers may be overly vulnerable to the “but brush,” or overly close encounter with others. This method can be used to identify problems that the customer experiences, such as difficulty finding a product, a mirror, a changing room, or a store employee for help.Online research methods. The Internet now reaches the great majority of households in the U.S., and thus, online research provides new opportunity and has increased in use.One potential benefit of online surveys is the use of “conditional branching.” In conventional paper and pencil surveys, one question might ask if the respondent has shopped for a new car during the last eight months. If the respondent answers “no,” he or she will be asked to skip ahead several questionse.g., going straight to question 17 instead of proceeding to number 9. If the respondent answered “yes,” he or she would be instructed to go to the next question which, along with the next several ones, would address issues related to this shopping experience. Conditional branching allows the computer to skip directly to the appropriate question. If a respondent is asked which brands he or she considered, it is also possible to customize brand comparison questions to those listed. Suppose, for example, that the respondent considered Ford, Toyota, and Hyundai, it would be possible to ask the subject questions about his or her view of the relative quality of each respective pairin this case, Ford vs. Toyota, Ford vs. Hyundai, and Toyota vs. Hyundai.There are certain drawbacks to online surveys. Some consumers may be more comfortable with online activities than othersand not all