1. Consumer Research
and the Research Process

2. Consumer Research seeks to answer the:
Who?
What?
How?
Why?
Where?
When?
questions

3. Research and Action Who? What? How? Where? When? Why?
Customer and Market Profile
Marketing Management
Marketing Strategy and Operations

4. Types of Consumer Research
Exploratory Research
Descriptive Research
Causal Research
…relates to Uncertainty

5. Exploratory Research
Initial research to clarify a problem or opportunity
Basis for further research
e.g. identifying consumer segments

7. Descriptive Research
Describes the nature and characteristics of a market or situation
e.g. Customer Profile

9. Causal Research
Describes the nature of variables and cause and effect relationships
e.g. effect of advertising on Consumers

10. The Research Process
A logical set of stages that research goes through o produce ROBUST and RELEVANT Marketing Intelligence

11. Logical Process