消费者行为学Ch

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1、CHAPTER7ResearchingCustomerBehaviorCUSTOMERBEHAVIOR:AMANAGERIALPERSPECTIVEPART2:FoundationsofCustomerBehavior1ConceptualFrameworkPayerUserBuyerUNDERSTANDINGCUSTOMERBEHAVIORQualitativeQuantitativeInformationProcessingResearchPublicDataProprietaryDataSecondaryResearchSurveyExper

2、imentSimulationPrimaryResearchQuantitativeFocusGroupsCustomerVisitsMotivationResearchInterpretativeResearchPrimaryResearchQualitativeResearchingCustomerBehavior2Copyright©1999byThomasSouthwestern.Allrightsreserved.TwoBroadCategoriesofResearchQualitativeMeasuringintermsofgenera

3、ldescriptionsandcategoriesQuantitativeMeasuringintermsofnumbers3Copyright©1999byThomasSouthwestern.Allrightsreserved.QualitativeResearchRequiresverbalresponseTherespondentisrequestedtostatetheanswerinhisorherownwordsSeveralspecificmethodsortechniquesareavailableforimplementing

4、qualitativeresearchFocusgroupsCustomervisitsMotivationresearchInterpretativeresearch4Copyright©1999byThomasSouthwestern.Allrightsreserved.FocusGroupsWithfocusgroups,asmallgroupofcustomersisassembledinaroom,andamoderatorsteersthegroupdiscussionalongcertainquestionsofinteresttot

5、hemarketerFocusgroupshaveseveralapplications:GeneratingideasforproductimprovementsornewproductsUnderstandingcustomerperceptionsofcompetingbrandsTestingnewconcepts5Copyright©1999byThomasSouthwestern.Allrightsreserved.CustomerVisitsThespecificprogramofresearchthatinvolvesvisitin

6、gadozenorsocustomerfirmstoholdinterviewswithcustomerstolearnaboutthetheirexperiencewiththeproductandrequirements6Copyright©1999byThomasSouthwestern.Allrightsreserved.AdvantagesofCustomerVisitsFace-to-faceinteractionsAffordsagoodopportunitytounderstandcustomerrequirementsEnable

7、sthetechnicalstaffofthevendorfirmtounderstandandrespondtothecustomers’thoughtworld7Copyright©1999byThomasSouthwestern.Allrightsreserved.ApplicationsofCustomerVisitsDiscoveryresearchPrimarilysuitedtoB2BmarketersEspeciallybeneficialtoproducersandvendorsofhigh-techorotherwisecomp

8、lexproducts8Copyright©1999byThomasSouthwestern.Allrightsreser