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Consumer research process (Ch2) (Attitude Scales (Likert Scale, Semantic…
Consumer research process (Ch2)
Attitude Scales
Likert Scale
Semantic differential scale
Begavior intention scale
Rank-order scales
Customer Satisfaction Meas.
Survey
Mystery Shoppers
Complaint Analysis
Motivational research
1) Develop Reserch Objective (most difficult)
Exploratory study (explore)
usualy qualitative
2) Collect Secondary data
Internal
External
Consumer panels
3) Design Primary Research
Qualitative
Depth Intervies
Focus group
screener questionare
Discussion quides
Projective techniques
Methapor analysis
Looking in research
Quantitative
Observational research
could e physiologica;
Controlled experimentatin
Survey
4) combining findings
5) analyse and report