CB Research
CB Research
CB Research
Consumer Research
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006
Pearson Education Canada Inc.
Opening Vignette
Why are older Canadians less willing
to switch to online banking?
Think it requires an advanced knowledge
of technology
Perceive themselves as lacking in such
knowledge
Telephone surveys, 1200 Canadians, 18+
years of age
Descriptive in nature.
Enables marketers to “predict” consumer
behaviour.
Research methods include experiments,
survey techniques, and observation.
Findings are descriptive, empirical and
generalizable.
Copyright © 2006 Pearson Education Canada Inc.
2-3
Qualitative Research
Six steps
– defining the objectives of the research
– collecting and evaluating secondary data
– designing a primary research study
– collecting primary data
– analyzing the data
– preparing a report on the findings
Government Periodicals
Publications &
Books
Internal Commercial
Sources Data
Observation
Experimentation
Surveys
Telephone
Online
Please place the number that best indicates how strongly you
agree or disagree with each of the following statements about
shopping online in the space to the left of the statement.
1 = Agree Strongly
2 = Agree
3 = Neither Agree or Disagree
4 = Disagree
5 = Disagree Strongly
4
Neutral
3 DVD
Digital
2 Cable
DIVX
Excellent
1
Availability
Number of
Clarity of
Access
Ease of
Cost
Picture
Titles
Focus
Depth Interviews Groups
Projective
Metaphor Analysis
Techniques
Copyright © 2006 Pearson Education Canada Inc.
2-21
Focus Group
Whom to survey?
How many?
How to
select them?
Copyright © 2006 Pearson Education Canada Inc.
2-27
Figure 2-7: Probability
Sampling Designs