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CONSUMER RESEARCH Chapter 2. Enables marketers to predict how consumers will react – in the marketplace – to promotional messages to understand why they.

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Presentation on theme: "CONSUMER RESEARCH Chapter 2. Enables marketers to predict how consumers will react – in the marketplace – to promotional messages to understand why they."— Presentation transcript:

1 CONSUMER RESEARCH Chapter 2

2 Enables marketers to predict how consumers will react – in the marketplace – to promotional messages to understand why they make the purchase decisions they make

3 Marketers utilize CR to design marketing strategies and develop promotional messages … I.e. to influence consumers more effectively Kinds quantitative vs. qualitative customer vs. marketing

4 QUANTITATIVE RESEARCH  Descriptive in nature  Need to understand effects of various promotional inputs on consumer  Predict consumer behavior  Positivism: research approach  Experiments, survey techniques, observation  Findings descriptive, empirical  Generalized to large population  Use sophisticated statistical analysis  Undertaken to improve strategic marketing decisions  Tries to identify cause and effect relationships in buying situations

5 QUALITATIVE RESEARCH  Depth interviews, focus groups, projective techniques  Findings somewhat subjective  not generalized to large populations  highly trained interviewer - analyst  obtain new ideas for promotion campaigns  tested more thoroughly in larger studies  interpretivism: research approach  Used primarily to provide new ideas and insights for development of positioning strategies  More concerned with understanding the act of consuming than buying

6 CUSTOMER RESEARCH  data collection  strengthen relationship  sponsor identity known  involvement high:  expect corrective action  as many contacted as possible  link to specific respondent  fix problems and correct them  follow up encouraged  linked to previously collected info from respondent

7 MARKETING RESEARCH data collection only request/payment involvement low sufficient contacts to achieve statistical validity data collected anonymously problems identified follow-up considered unethical

8 THE CONSUMER RESEARCH PROCESS 1.Developing Research Objectives ◦ May conduct exploratory study 2. Collecting Secondary Data ◦ Data originally generated for some other purpose ◦ Provides clues and direction for design of primary research ◦ Internal data, publications, commercial data

9 THE CONSUMER RESEARCH PROCESS – contd. 3. Designing Primary Research Quantitative  Observational, experimentation, survey  Questionnaires, attitude scales Qualitative  Depth interviews, focus groups, projective techniques  Customer satisfaction measurement  Surveys: semantic differential scales  Mystery shoppers 4. Analyzing The Data  Finding solutions 5. Reporting Research Findings  Applications


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