Research & Consumer Behavior

1. Research & Consumer Behavior H Edu 4310

2. Activity • On The Draw • “Drawing” the Customer

3. Research Objectives • Who are my best customers? • How do I find more like them? • Where do they live?

4. Research Objectives • What is their lifestyle? • What do they read, listen to, watch? • How can I reach them effectively?

5. Target Market Analysis • Geographics • Demographics • Volume concentration • Product usage • Potential markets

6. Business • Location • Number of employees • Interests • Spending patterns • SIC codes

7. Health Care Specifics • Influence of physicians vs consumers • HSO image • Role and effectiveness of different marketing tools

8. Research

9. Research • Primary research • Secondary reserach

10. Secondary research • Internal records • Government • Trade, professional groups • Competitors

11. Secondary research • Private organizations • Marketing firms • Universities • Published sources

12. Primary research • Questionnaire… • Dichotomous questions • Multiple choice • Semantic differential • Likert-scale • Open-ended

13. Some ideas... • Keep it short • Keep it simple • Keep it clear • Opinion vs fact

14. Some ideas... • No double-barreled questions • No bias • Keep format similar • Pretest

15. Mailing • Attach a letter of explanation • Use first-class mail • Provide return postage • Follow up with a postcard • Send out more rather than less • Enclose a reward

16. Sampling • Identify populations • Sampling frame • Sampling unit • Sampling method

17. Sampling method…Probability • Simple random • Systematic • Stratified random • Cluster

18. Non-probability • Convenience • Judgment • Quota

19. Sampling • Sample size • Sampling plan

20. Qualitative data • Observation • Focus groups

21. Health practice checkup • Personal interviews • Patient surveys • Focus groups • Suggestion boxes • Mystery shopper

22. Marketing research steps • Problem statement/objectives • Research design • Probability or non-probability • Collect data • Analyze data • Presentation • Implement and evaluate

23. Activity • Small groups • Develop a 10-question survey re: student health • Review with class

24. Consumer Behavior

25. Decision-making model • Problem recognition • Internal search • External search • Alternative evaluation • Purchase • Post-purchase evaluation

26. Problem recognition • Motivation • Attitudes • Lifestyles • Learning • Perception

27. Problem recognition • Social class • Reference group • Culture • Hierarchy of wants

28. Decision-making model • Internal search • External search • Alternative evaluation • Purchase • Post-purchase evaluation

29. Influencing decision • Modify the service • Alter perceptions of the service • Alter perceptions of competitor’s brands

30. Influencing decision • Alter the attribute importance weights • Call attention to neglected attributes

31. Activity • Choose two goods/services purchased– one less than $20 and one more than $100. • Explain the decision making process per discussion.