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The paths to consumers hearts, minds and wallets: Hard and soft methods in market research

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Title: The paths to consumers hearts, minds and wallets: Hard and soft methods in market research


1
The paths to consumers hearts, minds and
wallets Hard and soft methods in market
research
  • Marketing Management Congress, Juni 1st, 2004
  • Prof. Dr. Rudolf Bretschneider, Managing
    Director FESSEL-GfK

2
New marketing challenges
In the past traditional marketing
Now and in the future customer relationship
Client relationship management Focus on long-term
customer loyalty Focus on service Sales as
beginning of client relationship Customers create
value Mutual communication Relationship
determines marketing strategies Differentiated
marketing Familiar customer lifestyle, desires,
habits, expectations
Client acquisition Focus on sales to increase
turnover Focus on products Sales end client
relationship Customers buy value One-way
communication Products determine marketing
strategies One-for-all marketing Anonymous
customers
Marketing understands and caters to customers
hearts and minds
3
Standard model consumer behaviour
Actual decision process
Psychological structure motivations, attitudes,
lifestyles, desires, expectations, habits,
taboos, dreams
Demographics age, profession, education
Customer buys /does not buy
Sociodemographicslife stage, social strata
Cultural factors religion, culture
For market research
Not accessible w/ quantitative methods Partially
accessible w/ qualitative methods
accessible
accessible
4
Market research and methodologies
GfK Group
Quantitative 80 of turnover in Germany
Qualitative research 15
Panel research 23
Desk research 5
Reasons for disproportional distribution
qualitative/quantitative Scepticism in the
business community Self-image of market
researchers
32Ad hoc quantitativeresearch
12 Omnibussystems
25 Branded quantitative research
5
Market research
6
Quantitative market research
Major goals
Description, prognosis, causality
For example
Market share Impact of advertising Media usage
and coverage Acceptance of pricingBenchmarkingEs
timates Prognoses
Principles
representativity
standardisation
replicability
precision
7
Methods in quantitative research
(2) Standardised data collection PAPI,
CATI, CAPI, CAWI
(1) Quota or random sampling to achieve
representativity
(3) Statistical analyses
Experimental for example conjoint,
regression, factor, cluster analyses
Descriptive for example Frequency counts,
cross-tabs
8
Qualitative market research
Major goals
Comprehensive data collection and description of
phenomena
Structuration
Principles
Subjective, experientally-based judgement of
developments (Delphi)
Qual. prognosis
focus on individual
holistic
Creative potential for problem solutions, product
innovation
Generate ideas
in-depth understanding
Preselection of alternatives for product
development and testing impact of advertising (
Advantage?)
Screening
openness
Explore reasons for observable consumer
behaviour, subjective meanings and appraisal
Causality
communication
typologies
9
Methods in qualitative market research
Verbalisation and observation
Interviews
Focus groups
Observation
Lab or field
Exploratory interview narrative / problem-focused
Cumulative groups
Personal
Mini-groups
In-depth interview Rough guidelines
Non/participant
Creativity groups
Focused interview Detailed guidelines
open /non-open
May include association and projective techniques
Analysis Transcription, integration of
information, categories to define
structure,typologies Interpretation
time-consuming teamwork
Documentation
10
Special techniques
Association
Projection
Sentence completion
Bubble test
Cadbury chocolate lovers are..
Brainstorming /Brainwriting
Psychodrama
Non-verbal Collages
11
Integration of quantitative and qualitative
methods in market research I
Qualitative pilot study to explore and generate
hypotheses
Results
1
Quantitative testing of hypotheses
Qualitative elaboration of results
Results
Quantitative representative survey
2
Results
Combination of qualitative and quantitative
questions
3
12
Integration of quantitative and qualitative
methods in market research II
Results
Transformation to nominal scales
Quantitativeanalysis
4
Qualitative study
Quantitative survey methods analysis
Results
Qualitative background knowledge and questionnaire
5
13
Comparison Germany / Czech Republic
Agree / somewhat agree (in )
I am very careful when trying new products I
like to try new products When you buy new
products you are often cheated If there is a
problem I usually find ways to be assertive For
the large part I can control what happens in my
life Sometimes I go windows-shopping without
buying anything
Source Wie viel Innovation braucht der Mensch?
GfK survey for annual GfK Meeting 2003
nationally representative for Germany, n2000. in
cooperation with Prof. Dr. Wiswede (University
of Cologne)
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