Consumer Research

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Consumer Behaviour

Consumer Research

Learning Objectives
1. To Understand the Importance of Consumer Research for Firms and Their Brands, as Well as Consumers. 2. To Understand the Steps in the Consumer Research Process. 3. To Understand the Importance of Establishing Specific Research Objectives as the First Step in the Design of a Consumer Research Project.

Learning Objectives (continued)
4. To Understand the Purposes and Types of Secondary Consumer Research That Is Available for Making Decisions or Planning Future Consumer Research. 5. To Understand Specific Features and Applications of Different Research Methods to Be Carried Out in Consumer Research Studies. 6. To Understand Where Data Analysis and Reporting of Findings Fit in the Research Process. 7. To Understand How Each Element of the Consumer Research Process Adds to the Overall Outcome of the Research Study.

The Importance of the Consumer Research Process
• Marketers must understand customers to design effective: – marketing strategies – products – promotional messages

The Consumer Research Process

The Consumer Research Process
• Secondary research • Primary research
– Qualitative – Quantitative

Developing Research Objectives
• Defining purposes and objectives helps ensure an appropriate research design. • A written statement of objectives helps to define the type and level of information needed.

Secondary Data
• Data that has been collected for reasons other than the specific research project at hand • Includes internal and external data

Types of Secondary Data
Internal Data
• Data generated in-house • May include analysis of customer files • Useful for calculating customer lifetime value

External Data
• Data collected by an outside organization • Includes federal government, periodicals, newspapers, books, search engines • Commercial data is also available from market research firms

Designing Primary Research
Qualitative Research
• Depth...
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