2.2 Field research Field (or primary) research is research by direct contact with a targeted group of potential customers. It falls into two chief types:
§ motivational research外语学习网
§ measurement research
Motivational research – the objective is to unearth factors that influence why consumers do or do not buy particular products.
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Some of the more common techniques in motivational research are:
§ Depth interviewing – undertaken at length by a trained person who is able to appreciate conscious and unconscious associations and motivations and their significance.
§ Group interviewing – where between six and ten people are asked to consider the relevant subject (object) under trained supervision.
§ Word association testing – on being given a word by the interviewer, the first word that comes into the mind of the person being tested is noted.
§ Triad testing – where people are asked which out of a given three items they prefer. If the three are brands of a given type of product (or three similar types), replies may show a great deal about which features of a product most influence the buying decision.
Measurement research – the objective here is to build on the motivation research by trying to quantify the issues involved.
Sample surveys are used to find out how many people buy the product(s), what quantity each type of buyer purchases, and where and when the product is bought. This sort of information is often collected in retail environments at the point of sale.
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It is also possible (less accurately) to assess roughly the importance of some reasons for buying or not buying a product. The main types of measurement are:
Random sampling – where each person in the target population has an equal chance of being selected. Such samples are more likely to be representative, making predictions more reliable. However, the technique may be unfeasible in practice.
Quota sampling – where samples are designed to be representative with respect to pre-selected criteria.
§ For example, if the target population is 55% women and 45% men, then a sample of 200 people could be structured so 110 women and 90 men are asked, rather than simply asking 200 people and leaving it up to chance whether or not the gender mix is typical.
§ The main disadvantage of quota sampling is that samples may still be biased for non-selected criteria.
Panelling – where the sample is kept for subsequent investigations, so trends are easier to spot.
Surveying by post – the mail shot method. Unfortunately the sample becomes self-selecting and so may be biased.
Observation – e.g. through the use of cameras within supermarkets to examine how long customers spend on reading the nutritional information on food packaging. |
发表于 2012-2-23 17:09:42
