ch02_Consumer_Research.ppt

Sampling Plan Decisions Whom to survey? How many? How to select them? Table 2.6 Probability Sampling Designs Simple random sample Every member of the population has a known and equal chance of being selected. Systematic random sample A member of the population is selected at random and then every “nth” person is selected. Cluster (area) sample The population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview. Stratified random sample The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group. Table 2.6 Nonprobability Sampling Designs Convenience sample The researcher selects the most accessible population members from whom to obtain information (e.g., students in a classroom) Judgment sample The researcher uses his or her judgment to select population members who are good sources for accurate information (e.g., experts in the relevant field of study). Quota sample The researcher interviews a prescribed number of people in each of several categories (e.g., 50 men and 5 women). 2-* Chapter 2 Consumer Behavior,Eighth EditionSCHIFFMAN KANUK Consumer Research 消费者研究（调查） Quantitative Research定量研究 Descriptive in nature.描述特征 Enables marketers to “predict” consumer behavior.让营销者预测消费者行为 Research methods include experiments, survey techniques, and observation.调查方法包括试验法、调查技术及观察法 Findings are descriptive, empirical and generalizable.结论具有描述性，客观性、一般性 Positivism实证主义 A consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science. 消费者行为调查法把消费者行为学科当作应用营销学 Qualitative Research定性研究 Consists of depth interviews, focus groups, metaphor analysis, and projective techniques.深度访谈、焦点小组、喻意分析、投射法 Administered by highly trained interviewer-analysts.由训练有素的调查分析员实施 Findings tend to be subjective.结论具有主观性 Small sample sizes.小样本 Interpretivism A postmodernist approach to the study of consumer behavior that foc