COMPARISONS BETWEEN POSITIVE AND INTERPRETIVISIM

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COMPARISONS BETWEEN POSITIVE AND INTERPRETIVISIM
PURPOSE POSITIVISM PREDICTION OF CONSUMER
ACTIONS INTERPRETIVISM UNDERSTANDING
CONSUMPTION PRACTICES ASSUMPTIONS
POSITIVISM RATIONALITY CONSUMERS MAKE
DECISIONS AFTER WEIGHING ALTERNATIVES THE
CAUSES AND EFFECTS OF BEHAVIOR CAN BE IDENTIFIED
AND ISOLATED INDIVIDUALS ARE PROBLEM SOLVERS
WHO ENGAGE IN INFORMATION PROCESSING A SINGLE
REALITY EXISTS EVENTS CAN BE OBJECTIVELY
MEASURED CAUSES OF BHEAVIOR CAN BE IDENTIFIED
BY MANUPLATING CAUSES (I.e. INPUTS), THE
MARKETER CAN INFLUENCE BEHAVIOR (I.e.,
OUTCOMES) FINDINGS CAN BE GENERALIZED TO LARGER
POPULATIONS INTERPRETIVISM THERE IS NO
SINGLE, OBJECTIVE, TRUTH REALITY IS
SUBJECTIVE CAUSE AND EFFECT CANNOT BE
ISOLATED EACH CONSUMPTION EXPERIENCE IS
UNIQUE RESEARCH/RESPONDENT INTERACTIIONS AFFECT
RESEARCH FINDINGS FINDINGS ARE OFTEN NOT
GENERALIZED TO LARGER POPULATIONS
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Consumer Research Practices
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Environmental Scanning
Environmental monitoring
MR
Marketing Intelligence
Scanning Systems
Situation Assessment
Marketing Research is more systematic then any of
these mentioned Activities. MR is done only when
you have the time and likely benefits are Going
to outweigh the costs. Quanlitative Research
Exploratory stage Hypothesis
building, (Focus Group) Quantitative Research
Confirmatory stage hypothesis testing
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THE CONSUMER RESEARCH PROCESS
DEVELOP OBJECTIVES
COLLECT SECONDARY DATA

• DESIGN QUANTITATIVE RESEARCH
• METHOD
• SAMPLE DESIGN
• DATA COLLECTION
• INSTRUMENT

• DESIGN QUALITATIVE RESEARCH
• METHOD
• SCREENER QUESTIONNAIRE
• DISCUSSION GUIDE

EXPLORATORY STUDY
COLLECT PRIMARY DATA (USUALLY BY FIELD STAFF)
CONDUCT RESEARCH (USING HIGHLY TRAINED
INTERVIEWERS)
ANALYZE DATA (OBJECTIVE)
ANALYZE DATA (SUBJECTIVE)
PREPARE REPORT
PREPARE REPORT
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Fundamental laws for Questionnaire Design

• Dont ask a question unless truthful answers to
  it will provide
• useful information in mankind the decision
  at hand.
• If there is more than one way to get the
  particular piece of
• information pick the question for which
  respondents are.
• a. Know the answer
• b. Be willing to tell you the answer.
• It simply means that before asking any question
  think how you
• Are going to use the data from that question?

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PROBABILITY SAMPLE
Simple random sample Every member of the
population has a known and equal chance of
selection The population is divided into
mutually exclusive groups (such as age
groups), and random samples are drawn from
each group. Stratified random sample The
population is divided into mutually
exclusive groups (such as blocks), and the
researcher draws a sample of the groups to
interview.
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NON PROBABILITY SAMPLE
Convenience sample The researcher selects the
easiest population members from which
to obtain information. The researcher
uses his or her judgement to select
population members who are good prospects for
accurate information Judgement sample The
researcher finds and interviews a prescribed
number of people in each of several
categories.
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Suppose that summer camp director had prepared
the following questionnaire to use
interviewing the parents of prospective Campers
,How would you assess each question?
1.. What is your income to the nearest hundred
dollars ? People dont usually know their income
to the nearest hundred dollars nor do they want
to reveal their income that closely. Moreover, a
researcher should never open a questionnaire
with such a personal question. 2. Are you
a strong or weak supporter of overnight summer
camping for your Children? What
do strong and weak mean? 3. Do your
children behave themselves well at a summer camp
? Yes ( ) No ( )
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Behave is a relative term. Furthermore, are
yes and no the best response options for this
question ? Besides, will people want to answer
this gt why ask the question in the first place
? 4. How many camps mailed literature to you
last April? This April ? Who can remember
that ? 5. What are the most salient and
determinant attributes in your evaluation of
summer camps ? What are salient and
determinant attributes? Dont use big words on
me ! 6. Do you think it is right to deprive
your child of the opportunity to grow into a
mature person through the experience of summer
camping? A loaded question. Given the bias,
how can any parent answer yes?
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A CLOSED- END QUESTIONS
Name Description Examples
Dichotomous A question offering two In arranging
this trip, did you personally answer
choices phone Delta Yes ( ) No ( ) Multiple
choice A question offering three With whom are
you travelling on this flight or more answer
choices. No one Children only spouse Busine
ss associates/ friends/ relatives Spou
se and children An organized tour group Likert
scale A statement with which Small airlines
generally given better services the respondent
shows the than large ones. amount of agreement
or disagreement
Strongly Disagree Neither Agree strongly

Disagree agree or agree 1
2 3 4 5
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Semantic A scale is inscribed between Delta
airlines differential two bipolar words, and
the large _
Small respondent selects the
point experienced
inexperienced that represents the
direction modern old and intensity
of his or her fashioned feelings. Im
portance scale A scale that rates the Airline
food service to me is importance of some
attribute Extremely important 1- very
important 2 from not at all
important somewhat important 3 not very
important 4 to extremely important. not at
all important 5. Rating scale A scale that
rates the Airline food service is Attribute
from poor to Excellent Very good Good
Fair Poor excellent. 1 2
3 4 5 Intention-to buy A
scale that describes the If in-flight telephone
service were available scale respondents
intentions to on a long flight, I
would buy definitely Probably Not
Probably Definitely buy buy certain not
not buy buy
1 2 3 4 5
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B. OPEN-END QUESTIONS
Name Description Example
Completely A question that respondents what is
your opinion of Delta Airlines? unstructured can
answer in an almost unlimited number of
ways. Word Words are presented, one of What is
the first word that comes to mind association at
a time, and respondents when you hear the
following? mention the first word that
Airline comes to mind.
Delta
Travel
Sentence Incomplete sentences are completion pres
ented, one at a time, When I choose an airline,
the most important and respondents
complete consideration in my decision is the
sentence
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Story An incomplete story is I flew Delta a
few days ago. I noticed completion presented,
and respondents that the exterior and interior of
the plane are asked to complete it. Had very
bright colors. This aroused in me the
following thoughts and feelings.
Now complete the story. Picture A picture
of two characters is presented, with one
making a statement. Respondents are asked
to identify with the other and fill in the
empty balloon. Fill in the empty
balloon. Thematic A picture is presented, and
Apperception respondents are asked to Tests
(TAT) make up a story about what they think is
happening or may happen in the picture. Make
up a story about what you see
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PROBABILITY SAMPLE
Simple random sample Every member of the
population has a known and equal chance of
selection The population is divided into
mutually exclusive groups (such as age
groups), and random samples are drawn from
each group. Stratified random sample The
population is divided into mutually
exclusive groups (such as blocks), and the
researcher draws a sample of the groups to
interview.
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NON PROBABILITY SAMPLE
Convenience sample The researcher selects the
easiest population members from which
to obtain information. The researcher
uses his or her judgement to select
population members who are good prospects for
accurate information Judgement sample The
researcher finds and interviews a prescribed
number of people in each of several
categories.
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Suppose that summer camp director had prepared
the following questionnaire to use
interviewing the parents of prospective Campers
,How would you assess each question?
1.. What is your income to the nearest hundred
dollars ? People dont usually know their income
to the nearest hundred dollars nor do they want
to reveal their income that closely. Moreover, a
researcher should never open a questionnaire
with such a personal question. 2. Are you
a strong or weak supporter of overnight summer
camping for your Children? What
do strong and weak mean? 3. Do your
children behave themselves well at a summer camp
? Yes ( ) No ( )
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Behave is a relative term. Furthermore, are
yes and no the best response options for this
question ? Besides, will people want to answer
this gt why ask the question in the first place
? 4. How many camps mailed literature to you
last April? This April ? Who can remember
that ? 5. What are the most salient and
determinant attributes in your evaluation of
summer camps ? What are salient and
determinant attributes? Dont use big words on
me ! 6. Do you think it is right to deprive
your child of the opportunity to grow into a
mature person through the experience of summer
camping? A loaded question. Given the bias,
how can any parent answer yes?
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A CLOSED- END QUESTIONS
Name Description Examples
Dichotomous A question offering two In arranging
this trip, did you personally answer
choices phone Delta Yes ( ) No ( ) Multiple
choice A question offering three With whom are
you travelling on this flight or more answer
choices. No one Children only spouse Busine
ss associates/ friends/ relatives Spou
se and children An organized tour group Likert
scale A statement with which Small airlines
generally given better services the respondent
shows the than large ones. amount of agreement
or disagreement
Strongly Disagree Neither Agree strongly

Disagree agree or agree 1
2 3 4 5
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Semantic A scale is inscribed between Delta
airlines differential two bipolar words, and
the large _
Small respondent selects the
point experienced
inexperienced that represents the
direction modern old and intensity
of his or her fashioned feelings. Im
portance scale A scale that rates the Airline
food service to me is importance of some
attribute Extremely important 1- very
important 2 from not at all
important somewhat important 3 not very
important 4 to extremely important. not at
all important 5. Rating scale A scale that
rates the Airline food service is Attribute
from poor to Excellent Very good Good
Fair Poor excellent. 1 2
3 4 5 Intention-to buy A
scale that describes the If in-flight telephone
service were available scale respondents
intentions to on a long flight, I
would buy definitely Probably Not
Probably Definitely buy buy certain not
not buy buy
1 2 3 4 5
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B. OPEN-END QUESTIONS
Name Description Example
Completely A question that respondents what is
your opinion of Delta Airlines? unstructured can
answer in an almost unlimited number of
ways. Word Words are presented, one of What is
the first word that comes to mind association at
a time, and respondents when you hear the
following? mention the first word that
Airline comes to mind.
Delta
Travel
Sentence Incomplete sentences are completion pres
ented, one at a time, When I choose an airline,
the most important and respondents
complete consideration in my decision is the
sentence
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Story An incomplete story is I flew Delta a
few days ago. I noticed completion presented,
and respondents that the exterior and interior of
the plane are asked to complete it. Had very
bright colors. This aroused in me the
following thoughts and feelings.
Now complete the story. Picture A picture
of two characters is presented, with one
making a statement. Respondents are asked
to identify with the other and fill in the
empty balloon. Fill in the empty
balloon. Thematic A picture is presented, and
Apperception respondents are asked to Tests
(TAT) make up a story about what they think is
happening or may happen in the picture. Make
up a story about what you see
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COMPARATIVE ADVANTAGES OF MAIL, TELEPHONE, AND
PERSONAL INTERVIEW SURVEYS
PERSONAL MAIL TELEPHONE
INTERVIEW ______________________________________
__________________________________________ COST
LOW MODERATE HIGH SPEED SLOW IMMEDIATE SLOW
RESPONSE RATE LOW MODERATE HIGH GEOGRAPHIC
EXCELLENT GOOD DIFFICULT FLEXIBILI
TY INTERVIEWER BIAS N/A MODERATE PROBLEMATIC I
NTERVIEWER N/A EASY DIFFICULT SUPERVISION QU
ALITY OF RESPONSE LIMITED LIMITED EXCELLENT
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A LIKERT SCALE USED TO ASSESS CONSUMER ATTITUDES
TOWARD SHOPPING AT FLEA MARKETS
INSTRUCTIONS PLEASE PLACE THE NUMBER WHICH BEST
INDICATES HOW STRONGLY YOU AGREE OR DISAGREE
WITH EACH OF THE FOLLOWING STATEMENTS ABOUT
SHOPPING AT FLEA MARKETS IN THE SPACE TO THE
LEFT OF THE STATEMENT. 1. AGREE STRONGLY 2.
AGREE 3. NEITHER AGREE NOR DISAGREE 4.
DISAGREE 5. DISAGREE STRONGLY --- A. It is fun
to shop at a flea market. --- B. Products often
cost more than they are worth. --- C. It is a
good place to meet friends and neighbors. --- D.
Many of the sellers are rude and
aggressive. --- E. There is no waiting for
delivery. --- F. Most flea markets are difficult
to reach. --- G. There are no taxes to be paid.
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A COMPARISON OF RETAIL STORE PROFILES BASED ON
SEMANTIC DIFFERENTIAL SCALES
NEITHER ONE
NOR THE VERY
MODERATELY SLIGHTLY OTHER
SLIGHTLY MODERATELY VERY
COURTEOUS DISCOURTEOUS SALESPEOPLE
SALES PEOPLE HELPFUL
UNHELPFUL SALESPEOPLE
SALESPEOPLE COMFORTABLE
UNCOMFORTABLE DRESSING DRESSING
ROOMS ROOMS GOOD
POOR SELECTION SELECTION COMPETITIVE
NONCOMPETITIVE PRICES
PRICES HIGH-QUALITY LOW-QUALITY PRODUCT
S PRODUCTS ATTRACTIVE
UNATTRACTIVE DECOR DECOR
RETAILER A RETAILER B
RETAILER C
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RANK-ORDER SCALE
A. The following are six brands of candy bars.,
We are interested in learning your preference for
each of these brands. Place a 1 alongside
the brand you would be moist likely to buy, a 2
alongside the brand you would next be most
likely to buy. Continue doing this until you
have ranked all six brands. ______ Hershey
chocolate bar ______ Snickers ______ Three
Musketeers ______ MMs ______ Mounds ______
Twix B. Rank the following electric razors
from 1 to 6 in terms of closeness of
shave ______ Remington ______ Norelco _____
_ Shick ______ Braun ______ Panasonic ______
Ronson C. Were interested in knowing how much
you enjoy each of the following four types of TV
professional sports program. Please rank
them from 1 to 4, where 1 means that you enjoy it
the most and 4 means that you enjoy it
least. ______ Baseball ______ Football ____
__ Basketball ______ Hockey
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PROBABILITY AND NONPROBABILITY SAMPLING DESIGNS
Probability Sample Simple random Every
member of the population has a known and equal
chance of being selected. Stratified random
sample The population is divided into
mutually exclusive groups (such as age groups),
and random samples are drawn from each
group. 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. Nonprobability Sample 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 50
women).
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Sample Size Increasing the sample size reduces
random sampling error but Does nothing to reduce
biases (are due to improper procedures). Thus to
reduce random sampling error you have to be rich
in Size but for biases you need to be
smart. Diminishing return of extra
respondents. To double the precision (by
reducing the random sampling Error) you need to
quadrupple the sample size.
Budget
Sample Size
(Cost per respondent)
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Sampling
Inferential The group you wish to study and
to which you Would like to project sample
results. Target The group that you actually
chose to study due to cost Feasibility
etc. Frame Those individual in target
population who have some Chance of being
selected. Survey Those members of the frame
population who would Participate in the survey if
asked to do so.
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Exploratory Research, Descriptive Research,
Experimental Research
ISSUES TO BE ADDRESSED WHILE CONDUCTING A MARKET
RESEARCH
Problem Statement 1. What decision is to be
made? 2. What information will assist in making
the decision?

• Questionnaire Design
• 3. What information do we want to collect in
  interviews?
• What interview questions can get us the inf?
• How should these question be phrased?
• How are we going to contact the resp?
• Sampling
• Who should our respondents to be?
• How many should we get?
• Data Analysis
• 9. How do we tabulate, summarize and draw
  inference
• from ourData?

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CHOICES THAT SHAPE OUR CONCLUSION
Implicit Choices
Explicit Choices
Questions
MODELS
(market Int. systems related question Avoid tech/
regulatory changes
(Advetising v/s push pgm at retailer end)
Value
Res. Methods
( Pro-innovation Bias) High value
(Telephone survey) (unlisted, non telephone
owners)
Conclusion
Judgment
Measures (Rank order scale)
(Consultant v/s manager)
Politics (Survival of Researcher)
Sampling
(Asking current users only)
Sources of errors Biases