MKTG 3200: Consumer Behavior - Experimental Consumer Research

Consumer Research Conductors

Conducted by: internal/external marketing, ad agencies, syndicated data, government, consumer organizations, academics.

Types of Research

  • Primary Research: New, specific project data; controlled & up-to-date.

  • Secondary Research: Pre-existing, cheaper, readily available (archival).

Qualitative Research Methods

  • Focus Groups: Moderator-led discussions. Pros: quick, stimulates ideas. Cons: poor for sensitive topics, generalizability issues, dominant members.

  • In Depth Interviews: Face-to-face, deep exploration using structured questioning to identify themes.

Surveys (Primary Research)

  • Fixed items, cost-effective, reduces experimenter bias. Cons: low response rates, may indicate low involvement.

  • Scale Layouts: Horizontal vs. vertical presentation affects responses (e.g., increasing 0−100-10 for horizontal; decreasing 10−010-0 for vertical).

Data Understanding

  • Big Data Sources: Database marketing, purchase panels.

  • Causation: Correlation does not equal causation. Establishing causation requires correlation, temporal antecedence, and controlling variables.

Experimental Research

  • Conducting Steps: 1. Identify issue, 2. Review theory, 3. Develop hypothesis, 4. Operationalize variables, 5. Conduct experiment, 6. Analyze results.

  • Criteria for Good Experiment: Manipulate independent variables, include control group, random assignment, measure dependent variables, manage sample size, control extraneous variables.

  • Analyzing Results: Utilize descriptive and inferential statistics (t-tests, regression, ANOVA) to understand outcomes and validate hypotheses.

  • Common Errors: Confounds, non-random assignment, attrition, demand effects.

  • Design Advice: Use theoretical concepts for predictions; observations inform causal claims.

  • Overview:

    • Observational Research: Exploratory insights, tracks unaware consumer behavior.

    • Experimental Research: Enables causal claims through manipulation and random assignment.