Summary
A study of consumer behavior is a complex and nuanced issue in the field of marketing. Apparently, the difficulty stems from the fact that consumer behavior is the behavior of a human being characterized by a set of complications due to the arbitrariness of measuring the factors that influence this behavior, its broad scope, and the unpredictability of the continuous change in it. This study is concerned with clarifying the methods for gathering the data of the consumption habits of consumers. This data must be useful and adequate for consumer behavior research. We had undertaken a comparison of the abovementioned methods, depending on specific criteria such as: time, cost, amount of data, quality of data, statistical analysis, consumer secrets, and human effort.
Keywords: consumer behavior, methods for gathering data
1. Introduction
The analysis of consumer behavior constitutes one of the most crucial activities of marketing undertaken by companies and institutions. Consumer behavior research enables them to understand and predict the buying behavior of consumers in the marketplace. Consumer behavior research is not only concerned with what consumers buy, but also with why, when and where, how and how often they buy it. Additionally, consumer behavior research is concerned with how consumers use the product and how they dispose of it as well. Consumer research is used to study and analyze consumer behavior. It takes place at every phase of the consumption process: before, during, and after the purchase. In order to investigate every aspect of consumer behavior, various methods of data collection should be used. There are many data collection methods available to the researchers within the consumer behavior field. They differ as to: the nuts and bolts of data collection itself, accuracy, validity, and the amount of information that is collected [19, 25]. This paper demonstrates five different methods for gathering data and information on consumer behavior. The differences can be distinguished and identified through a comparison based on specific criteria. These criteria are: time, cost, amount of data, quality of data, statistical analysis, secret of consumers, and human effort. These criteria are useful in determining the best method to gather data and information for the analysis of consumer behavior.
2. Methods to gather data
Consumer behavior research is the cornerstone of successful marketing activity wherein one specifies the desires of consumers and the corresponding characteristics of a marketing strategy effective in the modern era. Therefore, the study of consumer behavior is one of the foundations of marketing and a contemporary scientific development that has affected the marketing system prevailing in the last quarter of the twentieth century [19]. There are various methods to gathering consumer behavior data:
- interview,
- projective techniques, - questionnaires,
- observation with check list, - agent-based modeling.
The following paragraphs explain each method. 2.1. Interview
Interview can be defined as "a purposeful conversation in which one person asks prepared questions (interviewer) and another answers them (respondent)" ([11], p. 101). This is done to gain information on a particular topic or a particular area to be researched. Interviews are a useful tool which can lead to further research using other methods such as observation and experimentation ([14], p. 101). Interviews may exhibit one of two basic frameworks: they may be either 1) structured (closed-interview style) or 2) unstructured (open-interview style). Open-ended or unstructured interviews are defined as "informal interviews, not structured by a standard list of questions. Fieldworkers are free to deal with the topics of interest in any order and to phrase their questions as they think best" ([17], p. 131). This type of structure uses a broad range of questions asking them in any order according to how the interview develops ([5], p. 231). The richness of the data therefore, entirely depends on the interviewer. The interviewers themselves, must judge how much or how little they should probe or say themselves. Closed or structured interviews are defined as a social survey where "the range of possible answers to each question is known in advance. Often, possible answers are listed on the questionnaire/form itself, so that the interviewer simply marks the appropriate reply in each case” ([17], p.131). This approach is much more standardized using a prearranged list of answers for the respondent to choose from. There is little freedom or flexibility due to the fixed question order. Each person is given the same questions thus ensuring uniformity [18]. This has its advantages in that the information is easily quantifiable and allows the responses to be compared. However, some responders may feel left out due to the fact that their original answer may not fit any of the designated answers. We can divide this method into two types as follows: a depth interview and group interview or a focus group study.
Depth interview can be defined as an in-depth interview by one of the experts convening a long personal interview with every member of the sample in order to discuss and clarify the opinion of the individual in a particular interest area (of marketing). This is similar to personal interviews conducted by specialists in the field of psychology and clinicians, in terms of being without a specific structure, where the researcher delivers a number of questions to the sample consumer and encourages him to take his time in answering and explaining his point of view, resulting in a debate between the two under the guidance of a researcher to uncover the motives of
purchasing tendencies of the concerned individual [16]. A personal in-depth interview may extend for up to two hours or more. The interviewer plays a vital role in the success of an interview as it should involve a high degree of training and skill, even encouraging consumers to speak freely without interrupting them, save from time to time in order to respond to their questions and possibly expand on the answer by utilizing clarifying questions such as the following:
- Could you elaborate/expand on that a little? - Could you give me an example?
Table 1. Advantages and disadvantages of interviews
Advantages Disadvantages
- It is useful to obtain detailed information about personal feelings, perceptions, and opinions.
- More detailed questions are allowed, which usually achieve a high response rate.
- Ambiguities can be clarified and incomplete answers followed up.
- It can be very time-consuming: setting up, interviewing, transcribing, analyzing, feedback, reporting.
- It can be costly.
- It is not used for a large number of people. - Different interviewers may understand and
transcribe interviews in different ways. Source: own elaboration.
Group interview or focus group study is defined as "a research strategy for understanding audience/ consumer attitudes and behavior" ([28], p. 97). The members of a focus group should feel very much at ease with each other before conducting the interview; ideally, they should already know each other. The members of the group should be of the same sex and share similar backgrounds in order to rule out the possibility of variables becoming confounded and thus effecting a misrepresentation of results. Conversation in a focus group can be either structured or unstructured (often somewhere in between) and can last for up to two hours. Discussion is constantly guided by the interviewer whilst the respondents (usually 6–12 of them) discuss and express opinions among themselves [15]. Table 1 illustrates the advantages and disadvantages of interview methods.
2.2. Projective Techniques
Projective techniques “provide verbal or visual stimuli which, through their indirection and concealed intent, encourage respondents to reveal their unconscious feelings and attitudes without being aware that they are doing so” [27]. In the consumer domain, projective techniques are a way for researchers to transcend communication barriers and illuminate aspects of the consumer experience that may be difficult to study. Researchers are able explore people’s thoughts, feelings, and experiences, and encourage respondents to discuss private issues or motives (of which the respondent may not be aware of) without the respondents feeling threatened by the direct line of questioning [12]. Projective techniques are used to overcome the obstacles inherent in explicit consumer attitude measures. For example, when presented with explicit attitude measures, respondents may fear being judged in a negative manner by those involved with the research study and may be reluctant to endorse certain items that reflect their attitudes. As a result, many respondents may veil their responses. It is a basic human tendency to present oneself in the best possible light [10]. Yet the effects of distorted data gathered from self-report, overall, is
deleterious to the purpose of the research. Respondents, whether with or without awareness, tend to offer answers that are socially acceptable when placed in the role of a subject in a research experiment. When used properly, projective techniques enable the researcher to circumvent some of these common social barriers that inhibit the respondents’ expression of attitudes and behaviors [8]. In Table 2, the main advantages and disadvantages of projective techniques are shown.
Table 2. Advantages and disadvantages of projective techniques
Advantages Disadvantages
- They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study.
- Helpful when the issues to be addressed are personal, sensitive, or subject to strong social norms.
- When underlying motivations, beliefs, and attitudes are operating at a subconscious level.
- Suffer from many of the disadvantages of unstructured direct techniques, but to a greater extent.
- Require highly-trained interviewers. - Skilled interpreters are also required to
analyze the responses.
- There is a serious risk of interpretation bias. - They tend to be expensive.
- May require respondents to engage in unusual behavior.
- The respondent selected may not be representative of the entire population. Source: own elaboration.
The tests of verbal projection in the use of words in answering questions orally or in writing may be divided into four types:
- Word association test: an individual is given a clue or hint and asked to respond to the first thing that comes to mind. The association can take the shape of a picture or a word. There can be many interpretations of the same thing. A list of words is given and the individual does not know in which word they are most interested,
- Completion test: in this the respondents are asked to complete an incomplete sentence or story. The completion will reflect their attitude and state of mind,
- Product/brand personalities: in this test, researchers require from the consumers involved in the search to imagine each of them (to the brand or product or service in question) a person or an animal or something else and then write a story about it. Thus consumers tend to drop their opinions on the brand or the goods or services concerned, as well as the mental picture, which they hold them in a person or thing and which they describe in their story,
- Stereotype technique: in this type of test, the researcher indicates a stereotypical family or individual, then asks the respondents to write any information they know about it,
Projection imaging methods allow consumers the opportunity to express their sense of internal motivation through images and graphics; the most important advantage of it is perhaps the fact that it allows people to approximate/better understand a reality of a situation, in turn helping the consumer to better imagine the situation at hand [23]. Projection imaging tests include three types of tests:
- Cartoon tests: in this test, respondents look at cartoons representing different attitudes of consumption. The researcher asks respondents to study the cartoon for a short time, then write
a comment in each one of the large bubbles provided (the bubbles mimic the speech of the cartoon character). The purpose behind these type of tests is to determine the reactions of consumers to a new product line, and/or to change or to influence the proposal in the package design in addition to measuring the purchasing motivations of individuals;
- Thematic apperception tests (TAT): a motivation psychologist has set up this type of testing and its original version consists of thirty cards containing photocopies of a series of consumer attitudes. This test is characterized by great flexibility, where you can change some of the images according to the desires of the researcher. The researcher, when conducting the test, covers a set of photographs for the research participants in the labs. The participants then proceed to write down the account of what they saw in the pictures and what they think about the images,
- Psycho–drawing tests: these types of tests require the researcher to draw each of the respondents a certain tolls to reflect the image they imagined in their minds for a product or the circumstances in which they are using the product.
2.3. Questionnaire
Simply put, questionnaires are sets of questions in order to get a response from a respondent. It is less expensive to conduct and administer than face-to-face interviews, particularly when responses from a large number of people are desired. The structure of the questionnaire should be simple, and questions must be straightforward and to the point.
Table 3. Advantages and disadvantages of questionnaires
Advantages Disadvantages
- The data gathered is standardized and therefore, easy to analyze.
- Data can be gathered quickly from a large number of respondents.
- It is possible to compare your results with similar surveys used in other institutions. - Respondents can answer anonymously, which
may produce more honest answers. - Online surveys are relatively inexpensive - One person can administer the entire process
if they have the necessary skills.
- Responses may be inaccurate, especially through misinterpretation of questions in self- completing questionnaires.
- A reasonable sample size is needed before the responses can be used to represent the population as a whole.
- Response rates can be poor; people may lack the motivation to complete or return the questionnaire. Consequently, some sort of incentive may have to be included, for example, a drawing for a prize.
- The complexity of designing, producing, distributing, and analyzing the questionnaires may make them expensive and time consuming.
- Quantitative data (i.e., research that produces numbers and percentages, etc.) may not be enough to answer the questions you are seeking to answer in your research. More in-depth interviews or focus groups may be needed.
The fact that each respondent receives the same questions and interviewer is not present at the location makes the whole process standard for every respondent. One advantage of using a questionnaire is that it reduces the errors made by an interviewer while recording the responses. Questionnaires guarantee confidentiality and hence, respondents act without any fear or embarrassment. Another advantage is that the interviewer, whose personal appearance, mood, or conduct may influence the results of an interview, is not present when a questionnaire is being completed [6].
A questionnaire is often the first tool that people consider when undertaking a research project. However, designing a questionnaire is complex and time-consuming, and the quality of the data collected is determined by the quality of the questionnaire used. A questionnaire is a quick and efficient way to obtain information from a large number of consumers. There are two types of questionnaires: structured questionnaires and open-ended questionnaires. Preparation is vital. The author of the survey must focus on the goals of the investigation and considers how the data is to be analyzed before collecting it. Failure to do this may result in data being collected that is incomplete or that is not adequate for satisfying the research goals. The means of analysis should also be decided before the questionnaire is delivered, not after the data is collected; this is to ensure that the questions are in a format which is suitable for analysis by the package chosen. A complex set of skills is involved in designing a good, statistically sound questionnaire. If possible, the use of an existing questionnaire that has been standardized and validated by someone else is an option. One must ensure that data protection legislation is complied with. Only data that is essential should be collected and must only be used for the purposes declared in the questionnaire. Any guarantees of confidentiality must be carried out [21]. Table 3 illustrates the advantages and disadvantages of a questionnaire [6, 21].
2.4. Observation with a checklist
Observation is a way of gathering data by watching behaviors, events, or noting physical characteristics within their natural settings. The main benefit of the observational method is that we can directly observe the behavior of consumers rather than simply acknowledging self-reported behavior. This removes one of the major causes of error in market research – memory loss, poor recall, and perceptions affected by experiences after the original experience. It also reduces error due to translation and provides a richer dataset that includes non-verbal and physical behavior [15]. It requires a structured checklist containing details of behaviors to be observed as well as the time, place, and setting while conducting the observation.
Table 4. Advantages and disadvantages of the observation & checklist
Advantages Disadvantages
- Easy, efficient.
- Don’t have to be trained to use it.
- Several observers can gather the same information to check for reliability.
- Focus on many behaviors at one time. - Useful for curriculum planning for
individuals.
- Data gathered can be highly reliable. - Allows you to directly see what people do
rather than relying on what people say they did.
- “Closed” in nature, can only observe what is stated in the checklist.
- Limited to “presence” or “absence” of behavior.
- Lack of information about the quality and duration of behavior and a description. - Under most circumstances, observational data
are more expensive to obtain than other survey data. The observer has to wait, doing nothing, between observation events. The unproductive time increases the cost. Source: own elaboration.
Checklists are the most standardized way of collecting observation data and include both pre-set questions and responses. Such structures are typically used for collecting data that can be easily described in advance [7]. A checklist is a list of specific traits or behaviors arranged in a logical order; they are marked or checked only when they are present. All checklist items should be positive, short, descriptive, understandable, parallel in construction, objective, non–judgmental, not repeated, and representative of behavior, and meaningful: observation method associations with checklists in consumer behavior research. This type of checklist has been designed to observe behaviors and is called a “behavior observation checklist” [13]. Checklists contain terms that the respondent understands and which more briefly and succinctly express his/her views than answers to open-ended questions. It is a crude device, but careful pre-tests can make it less so. It is most effective when used to test specific hypotheses. It may be used as an independent tool or as a part of a schedule/questionnaire motivation [15].
The observation method is helpful in that it frequently can be accomplished subtly, so that consumers do not realize that they are test subjects and then change their normal behavior to suit the observation. Therefore, this method may be quite successful in obtaining certain types of behavior research data. For example, hidden cameras are sometimes used to observe shoppers’ behaviors in a retail store environment. Because subjects are unaware that they are being observed, such cameras have the potential of recording the true activities of consumers [13]. Table 4 shows advantages and disadvantages of the observation using the checklist method.
2.5. Agent-based modeling
Agent-based modeling (ABM) is a bottom-up approach to understanding systems and provides a powerful tool for analyzing complex, non-linear markets. The method involves creating artificial agents designed to mimic the attributes and behaviors of their real-world counterparts [26]. In ABM, each agent individually assesses the situation and makes decisions on the basis of a set of rules. Agents may execute various behaviors appropriate for the system they represent: for example, producing, consuming, or selling. Repetitive, competitive interactions between agents are a feature of agent-based modeling, which relies on the power of computers to explore dynamics out of the reach of pure mathematical methods [1, 9].
At the simplest level, an agent-based model consists of a system of agents and the relationships between them. The structure of agent-based modeling is shown in Figure 1. Even a simple agent-based model can exhibit complex behavior patterns [22] and provide valuable information about the dynamics of the real-world system that it emulates. Agent-based modeling implies that agents are being formalized as making decisions on the basis of their own goals, the information they have about the environment, and their expectations regarding the future. The goals, information, and expectations an agent has are being affected by interactions with other agents. Usually, agents are adaptive, which implies that they are capable of changing their decision strategies and consequently their behavior.
Agent-based modeling is especially advantageous in the consumer market domain as it allows for leveraging the full amount of individual-centric data from the CRM (Customer Relationships Management) systems that are highly available these days. Although there are no universal straightforward instructions for building agent-based models, there are certain common steps and patterns [3]. Agents in consumer market models typically represent people, companies, branches, dealers, and/or projects. Each agent has its variables, parameters, and/or behaviors. There may be a network of contacts between agents, which is used to model the exchange of relevant information. There also can be an environment affecting the agents and being affected by them (Fig. 1) [4, 24].
Figure 1. Agent-based model structure Source: [3].
Table 5. Advantages and disadvantages of agent-based modeling (ABM)
Advantages Disadvantages
- ABM allows the dynamic nature of markets to be modeled.
- ABM treats consumers as individuals, therefore retaining the richness of information at the micro level.
- ABM allows consumer interactions and social networks to be explicitly modeled.
- ABMs help to identify relevant data. Usually this data is not readily available in the required form. Data is needed often in the form of networks, such as asset/liability networks, and those of ownership and financial flows, etc.
- The sheer number of parameters usually necessary for robust results makes ABM opaque. It can be hard to judge as to whether: - Unrealistic ad-hoc assumptions were made
that could lead to unrealistic effects.
- Parameters are introduced that are inaccessible in reality.
- Initial conditions for computer simulations are actually realistic.
- ABMs presently help to understand systemic properties qualitatively. To make them quantitatively useful, ABMs must be scaled with real data. This requires a tremendous joint effort in scientific research, data generation, and institutional cooperation. - Unless these efforts are undertaken, ABMs
will remain largely descriptive.
- ABMs should not be expected to make actual predictions. Using massive computer simulations, ABMs may help to clarify levels of risk under given circumstances.
Source: own elaboration.
The most critical part of the model development is the construction of an agent representing a consumer with a necessary level of detail. This is typically done by a modeling expert together with a marketing expert in a series of discussions. For the modeler it is very important to learn what we actually know about the consumers, what we can assume, and what data is available. Technically, an agent-consumer has variables, parameters, and behaviors. By parameters we mean values mostly constant during a simulation run, such as gender or marital status and by variables – changing values, such as a current tariff plan, or satisfaction level. Behavior is the decision-making logic, typically triggered by certain events and conditions. Random factors play an important role in AB models: most of decisions are probabilistic. Parameters and variables are involved when the logic is invoked [3]. The benefits of ABM over other modeling techniques can be captured in three statements: (i) ABM captures emergent phenomena; (ii) ABM provides a natural description of a system; and (iii) ABM is flexible. It is clear, however, that the ability of ABM to deal with emergent phenomena is what drives the other benefits [2]. Table 5 illustrates the advantages and disadvantages of Agent-Based Modeling.
3. Conclusion
This study attempted to explain most of the methods used to gather the necessary data for consumer behavior research. The study identified differences between the various methods. This research can potentially allow one to take advantage of an appropriate method in an attempt to acquire specific information about consumer behavior. A researcher may also use more than one method to receive more accurate data: for example, the use of the questionnaire with the checklist or the use of the questionnaire to verify the accuracy of the ABM results. This is called the validation of a system.
Table 6. Comparison between various methods
Source: own elaboration.
Table 6 illustrates the comparison between the methods which have been expounded upon in the previous paragraphs. The comparison is designed according to criteria established at the beginning of the study. When one observes the table above, note the relationship between the amount of data and the ease of statistical analysis. The accuracy of the data depends on the experience of the researcher in the development of questions or how to deal with the consumer to obtain data on the value and benefit in the search. The results of this study find out that ABM is the best data acquisition method for consumer behavior research because it is has a low cost and avoids a crisis. Recently, this method has proven itself as an effective tool to simulate behavior, and it is used in many institutions and consulting firms. In the near future, we will try to build an ABM-based system to simulate the behavior of consumers. This system will determine the effectiveness of both external and internal factors on consumer behavior. It, therefore, determines the suitable market plan for a customer.
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METODY GROMADZENIA DANYCH DO BADANIA ZACHOWA KONSUMENTÓW
Streszczenie
Badanie zachowaĔ konsumentów jest złoĪonym zagadnieniem z dziedziny marketingu. Podstawowa trudnoĞü wynika z faktu, Īe zachowanie konsumenta jest wypadkową wielu czynników, które dla celów badawczych winny byü zidentyfikowane z odpowiednią dokładnoĞcią. W artykule dokonano przeglądu i porównania wybranych metod zbierania danych w kontekĞcie ich przydatnoĞci do badania zachowaĔ konsumentów.
Słowa kluczowe: zachowania konsumentów, metody zbierania danych
Fatimah Furaiji College of Science Basrah University, Iraq
e-mail: fatma9_74@yahoo.com Małgorzata Łatuszy%ska
Faculty of Economics and Management University of Szczecin
