1. Types of Marketing Research
4.4

2. Consumer research consists of all the efforts marketers use to determine people’s buying behaviour.
It includes:
Awareness, Attitude, and Usage Studies (AAU)
Consumer segmentation analysis
Market dimension analysis
Product research
Media Research
Consumer-tracking devices
Motivation research
Consumer satisfaction studies
Advertising research
Consumer Research

3. Awareness, Attitude and Usage Studies (AAU)
AAU measures consumers’ awareness of products as well as their attitude and usage of the products.

4. Unaided Awareness, Aided Awareness and Total Awareness
In unaided awareness, researchers will ask people to list all the brands or companies they can think of in a certain amount of time.
Aided awareness is measured by giving the people the complete list of brands and asking them to identify the names of ones they have heard of but might have forgot to list.
Total awareness is the aided and unaided awareness combined.
Unaided Awareness, Aided Awareness and Total Awareness

5. Consumer attitudes toward the brand being tested can help determine the consumers’ opinions about the brands strengths and weaknesses.

6. AAU research also studies usage patterns to develop consumer profiles of heavy, medium, light or non-users.
It also includes demographic, geographic and psychographic data.

7. Consumer Segmentation Analysis
Used to group potential customers into target markets based on shared demographic, geographic, or psychographic characteristics.
It helps businesses divide the market into groups of customers who tend to have similar viewpoints.

8. Market Dimension Analysis
Researches the main issues concerning the product that influence a particular consumer segment.
For example: factors such as a product that is “fun,” interesting, healthy.
Market Dimension Analysis

9. Product Research
Examines each detail of the product or service and analyzes its potential impact on the market.
It focuses on things such as colour, package, flavour, size, texture, scent, design, and sound.
For example - consumers want an easy to open can. Is the better package worth the price increase?

10. Attempts to segment consumers based on which newspapers and magazines they read, which television programs they watch, which method of transportation they use, and which Internet sites they visit.
It helps marketers discover how they can communicate with their markets.
Media Research

11. Consumer Tracking Devices
Determine when consumers shop, where they shop, what they buy, and their behaviour while shopping.
Sensors on shopping carts, bar-code scanners on cash register.
It gathers data without the consumer’s knowledge.
It is used to help determine shelf displays, store layout and design, advertising, product placement, and inventory control.

12. motivation Research
A psychological research into the buying behaviour of consumers.
It helps the marketer determine which advertising approaches and promotional methods use to sell the product to the target market.
It looks at both emotional and rational motives.

13. Consumer Satisfaction Studies
Researchers use customer feedback cards, follow-up interviews, web sites, and suggestion boxes to measure the level of customer satisfaction.
Results of the studies can identify areas for new product development and competitive differentiation, but the research must continue on an ongoing basis.

14. Advertising Research
Provides information on how to effectively convey (show/display) a product message to potential customers.
Advertising concepts are often tested in focus groups before the advertising company commits to a major media buy.

15. A research company might also be hired to measure the effectiveness of advertisements.
Day after recall (DAR) - an interviewer will ask people to recall advertising that was shown on television the previous evening.
The consumers are encouraged to give unaided answers in the first part of the interview
Unaided answers - high effectiveness
Some aided answers - moderate effectiveness
If they consumer can’t recall or names another product - low- effectiveness

16. Sales promotions are also used to measure advertising effectiveness.
Businesses will sometimes ask consumers how they heard about the product when making a purchase.

17. Competitive Research
Competitive research is used to determine what other products are competing with their products and how they are competing.
Includes:
Competitive Market Analysis
Competitive Intelligence
Pricing Research
Conjoint (tradeoff ) Analysis

18. When you are done complete the chart that was handed out to you at the end of the fill in the blank notes.
You can find information to fill in the chart in section 4.4 of your textbook.
If you finish that, then get to work on your CPT Marketing Fair report…it’s due next week!!!

19. Preparing the Research Report
4.5

20. When researchers complete their research, they prepare a marketing- research report for the company.

21. Research is not marketing!
Researchers collect and interpret the data
Marketing people use the research to make marketing decisions

22. Statement of the Research Task
Research is done to achieve a marketing objective.
The researcher must create the research task and decide what the research question will be.
The researcher will use the marketing objective as a guideline to define the direction the research will take.

23. Marketing objective: why did a company’s basketball hoop lose a 1 percent share of the market in the last year?
Researchers translate this to: determine why our product lost a 1-percent market share.

24. Researchers find the information and make the objectives specific and measurable.
Marketers use the results of that information to solve marketing problems.

25. Review of the Data Collection Methods
This section will show the type of research that was performed.
Where and when it was conducted
By whom
Details about the survey sample
Rationale (why?)
Location of survey
Dates
Margin of error

26. We want to make sure that the data is valid and accurate
We want to make sure that the data is valid and accurate. There should not be any fabricated (made up) data.
Margin of error is a measure of the accuracy of the survey results.

27. Analysis of the Data Once the data has been collected, it is collated.
Collated: the common factors in each survey are grouped together.
As each group is formed, the data is examined for significant correlations (2 or more elements that effect each other)
For example: correlation between heavy users and postal codes

28. The process of studying data to determine valid interpretations (accurate/true facts) is called data crunching or data mining.

29. Interpretation of the Data
Researchers use tables, charts, and graphs to help companies interpret the analyzed data.
This provides visual interpretation of the research findings to make decisions.

30. It is more difficult to interpret qualitative research.
This data comes from open-ended questions or observations.
Qualitative research does not yield hard data that has been converted into mathematical relationships.
It is one person’s impressions of the feelings and behaviours of others.

31. Trained statisticians can convert the data into numerical models.
For example: how much time it takes people to answer a question.

32. Summary of the Findings
The findings of the report are summarized for the use of the marketing department.
The summary shows the most important information from the study.
It suggests ways that the information could be used.
The final interpretation of the report is done by the marketers.

33. The outcome of many research reports is the discovery that more research is needed.