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Культура Документы
2 Demographic/Socioeconomic
Age, Sex, Income, Marital Status, Occupation
2 Psychological/Lifestyle
Activities, Interests, Personality Traits
2 Attitudes/Opinions
Preferences, Views, Feelings, Inclinations
2 Awareness/Knowledge
Facts about product, features, price, uses
2 Intentions
Planned or Anticipated Behavior
2 Motivations
Why People Buy (Needs, Wants, Wishes, Ideal-Self)
2 Behavior -Purchase, Use, Timing, Traffic Flow
Primary Data Can Be Gathered By:
2 Communication Methods
Interacting with respondents
Asking for their opinions, attitudes, motivations,
characteristics
2 Observation Methods
No interaction with respondents
Letting them behave naturally and drawing
conclusions from their actions
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2 Methods include:
Surveys
Focus Groups
Panels
2 Highly versatile in terms of types of data
2 Generally more speedy
2 Typically more cost effective
Electronic media have made observation cheaper
Activities, Interests, Personality Traits
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2 Prenotification letters
2 Cover letters/purpose statements
2 Incentives
Money
Donations to charity
Gifts
2 Postage-paid returns
2 Follow-ups
2 Call sheets/call backs
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2 Physical Actions
Shopping behavior, response latency, service quality,
television viewing habits
2 Verbal Behaviors
Sales conversations, opinion leadership, tone of voice
2 Expressive behaviors
Facial expressions, body posture
2 Locations
Traffic patterns, store layout, efficiency
2 Temporal Patterns
Amount of time spent shopping, service time
2 Physical Evidence
Amount and type of food consumed, media read
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2 Methods include:
Direct observation
Contrived observation (laboratory)
Content Analysis
Physiological measurement
Electronic methods
2 Greater objectivity
less researcher bias
2 More accurate
less ͞response tendency͟ or ͞demand effects͟
2 Limited in terms of what can be observed