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Consumer Psychology (PSY - 514)

Lesson 06

CONSUMER RESEARCH

(CONSUMER RESEARCH PARADIGMS)

OBJECTIVES:

Understanding the following paradigms of Consumer Research

Qualitative Research

Quantitative Research

Combining Qualitative and Quantitative Research

Research Objectives

1. CONSUMER RESEARCH PARADIGMS

Owing to the earlier business paradigms consumer researchers thought of consumers as logical Individuals who act

rationally to maximize their benefits. They thought consumers purchase the most beneficial product at the lowest

possible cost and the consumers purchase decision is a calculated one.

Eventually the researchers realized that consumers were not always consciously aware of why they made the

decision they did. Even when they were aware of the reasons, they were not willing to reveal.

In 1939, a Viennese Psychologist Ernest Dichter began to use Freudian Psychoanalytic techniques to uncover the

hidden motives of consumers. Psychoanalysis is a dynamic theory of personality that states that human behavior

springs from unconscious drives and wishes.

By late 1950's most consumer researchers adopted Ernest Dichter's technique, which was called "Motivational

Research" essentially a qualitative approach.

As a result of Dichter's work and subsequent research designed to search deep within the consumer's psyche,

consumer researchers today use two different types of research methodology to study consumer behavior:

Quantative Research and,

Qualitative Research

1. Quantitative Research

Quantitative research is descriptive in nature and is used to understand effects of various promotional inputs on

the consumers, thus enabling researchers to predict consumer behavior. The research approach is known as

Positivism. The research methods used in Quantitative research consist of observation, survey techniques and

experiments. Researchers primarily concerned with predicting consumer behavior are called Positivists

2. Qualitative Research

Tends to be qualitative in nature. It is based upon data gathered from small sample. It views each consumption

situation unique and non-predictable. The main emphasis of qualitative research upon understanding consumer

experiences has led to the term Interpretivism. Researchers who adopt this paradigm are called Interpretivists.

They seek to find common patterns of operative values, meanings and behavior across consumption situations.

The methods included in qualitative research are:

Depth Interviews

Focus Groups

Projective Techniques

Metaphor Analysis

Combining Qualitative and Quantitative Research

Marketers often use a combination of qualitative and quantitative research. To discover new ideas and develop

promotional strategy qualitative research findings are used. To predict Consumer reactions to various promotional

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Consumer Psychology (PSY - 514)

inputs ideas stemming from qualitative are tested empirically to become the basis for the design of quantitative

research

2. CONSUMER RESEARCH PROCESS

Major Steps in Consumer Research Process

The major steps in consumer research process include:

Defining the Objectives of Research

Collecting and Evaluating Secondary Data

Designing a Primary Research Study

Collecting Primary Data

Analyzing Data

Preparing Report on Findings

Model of Consumer Research Process

The following figure shows a model researchers use for guiding them in their researches:

Develop Objectives

Collect Secondary Data

Design Quantitative Research

Design Qualitative Research

Method

Screener Questionnaire

Sample Design

Discussion Guide

Data Collection Instruments

Conduct Research

Collect Primary Data

(Using highly trained

(field staff)

interviewers

Exploratory Study

Analyze Data

Prepare Report