CONSUMER RESEARCH Chapter 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

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

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

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

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

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

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

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