1. CONSUMER RESEARCH
Chapter 2

2. predict how consumers will react
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
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