Post on 02-Mar-2018
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Consumer Research
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Learning Outcomes
Highlight the steps in the consumer researchprocess.
Emphasize on setting specifc researchobjectives as the frst step in the design o a
consumer research project. Appreciate the purposes and types o secondaryconsumer research that is available or makingdecisions or planning uture consumer research.
Instill specifc eatures and applications o
dierent research methods to be carried out inconsumer research studies. !ollo" ho" each element o the consumer
research process adds to the overall outcome othe research study.
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#teps in $onsumer %esearch&rocess
'eveloping %esearch (bjectives
$ollecting ) Evaluating #econdary 'ata
'esigning &rimary %esearch ) $ollecting &rimary
'ata Analyzing the 'ata
%eporting %esearch !indings
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'eveloping %esearch(bjectives
Is it to segment the market or H' *elevision #ets+ *o fnd out consumer e,periences about cellular
phone+
*o determine "hat percentage o men use cologne+
!or ne" idea-s or products e,tensions or concept orpromotional campaigns positioning or re/positing o aproduct0 then Qualitative study is undertakeninvolving ocus groups ) one to one depth intervie"s
consumer participants to highly trained intervie"eranalyst "ho does analysis ) presents research report.
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I the purpose o the study is to fnd out ho"many target consumers there in the population"hat percentage consumer0 1ho use a particular
products ho" re2uently they use it 3sage&attern0 comes under Quantitative study "hichprovides inormation to derive strategic insightsabout ho" to better market a particular productto the appropriate consumer segment.
E,amples4 A jug o milk holds one gallon.
A painting is 56 inches "ide and 57 inches long.
A baby "eighs si, pounds and fve ounces.
A bag o broccoli cro"ns "eighs our pounds. A coee mug holds 58 ounces.
9ohn is si, eet tall.
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urposes ypes o econ ary$onsumer %esearch or 'ecision
:aking or &lanning !uture $onsumer
%esearch #econdary 'ata E,isting inormation available or research
purposes ) serves as a good starting point0
Internal #econdary 'ata
$onducted "ithin the company0
E,ternal #econdary 'ata
$onducted or ree or at a cost0
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Internal #econdary 'ata
&reviously collected in/house inormation gatheredor sales audit; customer service calls;
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E,ternal #econdary 'ata
=e"spapers
>ooks
(nline #earch Engines &ro?uest )
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Designing Primary ResearchSpecifc eatures & Applications o
Dierent Research ethods in
!onsumer researchQualitative Research 'epth Intervie"s
!ocus Broups
&rojective *echni2ues
Quantitative Research
(bservational %esearch
E,perimentation
#urveys
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Qualitative
Research
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Depth "ntervie#s
C-one /on/one-- Intervie"s
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$ocus %roups
$onsists o to 58 respondents meet "ith a analyst ora group discussion C-ocused-- on a particular product orproduct category according to research interest
*"o hours to complete ) usually conducted D times in
a day. %espondents are encouraged to discuss their interests;
attitudes; reactions; motives; liestyle; eelings about
the product or product category; usage e,perience
!ocus groups are being preerred because it takes lesstime overall to complete the study "ith having groupdiscussions generate a greater number o ne" ideas )insights
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Projective Techniques
In 2ualitative marketing research; projectivetechni2ues e,plore associations "ith brands;
symbols; products; advertising; and images.
It e,plores people-s subconscious eelings;
belies; and desires.
%espondents project their eelings and beliesabout other people or objects. In doing so; they
reveal eelings and belies about themselves. 1ith sensitive subjects; the techni2ue "orks "ell.
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Quantitative
Research
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Oservational Research
In/depth understanding o the relationshipbet"een people ) products is by "atching themin the process o buying and using products In#tores; in malls; "atching *F ) home0
>y "atching people; observational researchersgain a better understanding o "hat productsymbolize to a consumer and give insight into thebond bet"een people ) products that is theessence o brand loyalty
It is "idely used to understand the buying )consumption process
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'(perimentation
Its major application is test marketing $onducted ater conducting depth intervie"s; ocus
groups and survey research because there isrealization by the marketing frm that it still needs tosecure additional real/"orld eedback or a ne"product; service or marketing communicationsprogram beore it commits to ull time marketing rollout
*est marketing is about checking the actual response
o consumers to the marketing eort under actualmarketing conditions rom "hich they can have anidea about the response o the public as "ell over it
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Surveys
&ersonal Intervie" #urveys *elephone Intervie" #urveys
:ail #urveys
Email #urveys
(nline Internet >ased #urveys
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)o# 'lement o the consumer researchprocess adds to the overall outcome o
the research study
I a researcher is asked to develop asegmentation strategy or coee; he or she "ouldbe 5stcollect secondary data. *hen together "ithmarketing manager the researcher "ould speciythe parameters i.e. defne the sampling unit0 o
the coee market to be studied e.g. instant;decaeinated or regular ground coee drinkers0
A ?ualitative study then applied to gather ideasabout the consumer needs; motivation;perceptions; benefts sought ) attitude to"ards
coee drinking in general and to"ards specifcbrands through ocus groups in several areas ovarious countries "hich "ill give us an idea aboutproduct 2ualities ) consumer preerence
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:arketing manager then instruct the researcherto conduct 2uantitative research to study in orderto fnd the percentage rom the ocus groups.
Ater refning the 2uestionnaire o the researchdesign; a ull scale 2uantitative survey "ould belaunch in order to project the fndings to the totalpopulation o coee drinkers
*he analysis should cluster consumers intosegments based on relevant lie/stylecharacteristics and on attitudes; perceptions )habits
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