College aantekeningen
Consumer Marketing Research
- Instelling
- Erasmus Universiteit Rotterdam (EUR)
Lecture notes for the Marketing Management course Consumer Marketing Research + slides
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BM02 - Consumer Marketing ResearchIntroduction - 1 Lecture (4.09.2023)
Marketing Research Process
Marketing is the systematic and objective identification, collection, analysis, and dissemination of
information for improving decision-making related to the identification and solution of problems and
opportunities in marketing.
- Research problem > Data > Presentation Report
- types of research
1. explanatory qualitative
2. confirmatory quantitative
- types of data analysis
1. qualitative
2. quantitative
Statistics recap
● mean
● SD /amount of variability - 3 common measures of amount of variability: SD, SE, 95%
confidence interval > SD represent how far each individual is from
the mean on average
● frequencies = frequency of an event is the number of time the
event occurs
○ raw frequency: how often it happens
○ relative frequency: how often it happens in percentage (=
raw frequency divided by total number of sample inorder
to get percentage)
● mode = most frequent observation (in slide 15: 4 is the mode, as 4
is the grade that appeared the most)
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, ● percentiles: from 0 to 100, the 50th percentile is also the median percentile (50/100 = 50%)
● outliers
● the interquartile range (IQR) is always Q3-Q1 (example slide, 75% - 25% = 50%), and can be
used to determine outlier observations
● boxplot
R terminology
- running code
- assigning (= saving) - to assign objects use “<-”
- objects
- value
- vector (= several values or one row/column)
- dataframe (= several vectors or rows/columns)
- functions
- inputs
- outputs
Exploratory research & qualitative research - Lecture 2 (13.09.2023)
Qualitative research
1. goals of qualitative research (slide 3 quali vs quant research goals)
a. exploration and description; insight on phenomena; general open-ended question;
aims to interpret; theoretical framework emerges from data
b. why qualitative?
i. preference/ experience researcher
ii.
2. Common Qualitative Research techniques
a. Primary data
i. one-on-one interview
ii. focus groups: less time consuming than one-on-one; possibility for forum
group discussion
iii. ethnographic research: more in sociology/anthropology. Deeper
understanding in actual communities
iv. qualitative observation: documentation of the participant’s actions
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, b. Secondary data = data already available to researcher
i. Social media posts
ii. online forums
iii. online reviews
1. case study: Amazon reviews (web scraping -
https://webscraper.io/tutorials )
iv. blogs
Analyzing qualitative data
1. general procedure (slide 13)
a. data collection: gathering data from a variety of sources
i. transcribe/record
ii. transcribe non verbal communication
iii. richer data bring more insightful analysis
b. data analysis
i. deductive coding approaches
ii. development of a codebook and code the data
iii. organize codes into higher-level categories
1. case study 2: coding reviews based on 2 codes: price & value, and
comfort - code reviews highlighting specific words
2. codes can be grouped into higher-level categories or themes (e.g.
category-level: utilitarian benefits vs hedonic benefits)
c. data verification: challenge is subjectivity
i. iteration: 1. identify themes, 2. generate insights, 3. everything left - go back
to step 1
ii. triangulation:
2. R: analyzing qualitative data (slide 18)
3. additional data transformation techniques
a. dplyr: package to
i. create new datasets based on existing dataset
1. filter out participants
2. select variables
ii. within dataset
1. creating new variables as function of old variables
2. recording old variables into new variables
Reading 1: Chandon & Ordabayeva (2009)
In the article "Supersize in one dimension, downsize in three dimensions" by Chandon and
Ordabayeva (2009), the authors delve into the concept of how companies use a specific marketing
strategy to influence consumer behavior. This strategy involves increasing one dimension of a
product while decreasing three other dimensions.
key points:
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, I. Supersizing in One Dimension: This refers to making one aspect of a product more appealing
to consumers. For instance, fast-food chains might offer larger portion sizes or bigger
packages, giving the impression of greater value for money.
II. Downsizing in Three Dimensions: Simultaneously, companies reduce the quality or content of
the product in three other dimensions. This could involve using lower-quality ingredients,
decreasing nutritional value, or compromising on other attributes of the product. However,
these reductions are often less noticeable to consumers because the focus is on the increase
in one dimension.
III. Psychological Factors: The article delves into the psychology behind this strategy. It explains
that consumers tend to anchor their judgments on the dimension that has been supersized.
In the case of larger portions, people may perceive them as a better deal and believe they
are getting more for their money.
IV. Influence on Consumer Behavior: Chandon and Ordabayeva discuss how this marketing
strategy can significantly impact consumer choices. Consumers may be more likely to choose
supersized options, even if the downsizing in other dimensions results in a less desirable
product overall. This can lead to increased sales and profits for companies.
V. Consumer Education: The article also touches on the importance of consumer education and
awareness. It suggests that consumers should be more vigilant in evaluating product
offerings and consider the trade-offs between the supersized dimension and the downsized
dimensions.
VI. Implications for Regulation: The authors raise questions about whether there should be
regulations or standards to ensure that supersizing and downsizing strategies do not mislead
consumers. They suggest that clearer labeling and nutritional information could help
consumers make more informed choices.
In essence, Chandon and Ordabayeva's article explores how companies use the psychology of
perception to influence consumer behavior by making products appear more attractive in one
dimension while making hidden trade-offs in other dimensions. This strategy has implications for
both consumer decision-making and potential regulatory measures to protect consumers from
misleading marketing tactics.
Reading2: Griskeviscius et al. (2010)
The article "Going Green to be Seen: Status, Reputation, and Conspicuous Conservation" by
Griskevicius and Tybur (2010) examines the relationship between environmentally friendly behavior
(going green) and social status or reputation. Here's a summary of the key points:
The central idea of the article is that individuals engage in environmentally friendly behaviors not
only for the sake of the environment but also to enhance their social status and reputation. The
authors argue that conspicuous conservation, or the public display of environmentally responsible
actions, can be a status-enhancing strategy.
Key Points:
I. Status Enhancement: The article suggests that individuals may adopt green behaviors and
conspicuously display them as a way to signal their higher social status. Engaging in
environmentally friendly actions can be seen as a way to demonstrate one's wealth,
education, or moral values.
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