1. Types of Marketing Research Section 4.4 Part 1 – Consumer Research

2. Superbowl 2008 Commercials The top ten funniest commercials of the 2008 Superbowl (according to ONE source) http://www.metacafe.com/watch/1203580/t op_10_funniest_super_bowl_commercials _of_2008/ http://www.metacafe.com/watch/1203580/t op_10_funniest_super_bowl_commercials _of_2008/ A 30 second commercial cost businesses approximately 3 million dollars

3. Types…  The type of research a company uses depends on the market it needs to study: 1. 1. Consumer Research 2. 2. Competitive Research

4. Awareness, Attitude, Usage Studies (AAU)  Measures consumer’s awareness of products as well as their attitude toward, and usage of the product.  Understanding their attitude can help determine their opinion regarding the product/brand’s strength (brand equity)

5. Consumer Segmentation  Used to group potential customers into target markets based on shared demographic, geographic, or psychographic characteristics (or a combination of the three).  Helps businesses divide the market into groups of consumers who tend to have similar viewpoints.

6. Market Dimension Analysis  Researched the main issues concerning the product that influence a particular consumer segment. They look at what motivated consumers to buy that type of product. They look at what motivated consumers to buy that type of product. EX: 16-18 years old males identified the following as the main issues that have an effect on their decision to purchase root beerEX: 16-18 years old males identified the following as the main issues that have an effect on their decision to purchase root beer Bold Taste Bold Taste Unpredictable Image Unpredictable Image Fun Fun

7. Product Research  Examines each detail of the product or service and analyzes its potential impact on the market. It analyzes: Colour, Package, Flavour, Size, Texture, Scent, Design, Sound Colour, Package, Flavour, Size, Texture, Scent, Design, Sound

8. Media Research  Attempts to segment consumers based on which newspapers and magazines they read, which TV programs they watch, which radio stations they listen to, and which Internet sites they visit. Major media research companies such as Major media research companies such as A.C. Nielsen, andA.C. Nielsen, and Bureau of Broadcast Measurement (BBM)Bureau of Broadcast Measurement (BBM) research viewing, reading and listen behaviours.

9. Consumer-Tracking Devices  Determines when consumers shop, where they shop, what they buy, and their behaviour while shopping.  The majority of this information is gathered without your conscious knowledge: Sensors on shopping carts Sensors on shopping carts Bar-code scanners (at cash registers) Bar-code scanners (at cash registers) Coupon Machines Coupon Machines  The data is used to help determine shelf displays, store layout and design, advertising features, product placements, timing of advertising and promotion and inventory control.

10. Motivation Research  Helps the marketer determine which advertising approaches and promotional methods to use to sell the product to the target market.  Looks at both the emotional and rational motives that influence a consumers buying decision. EX: Coffee Study EX: Coffee Study

11. Consumer Satisfaction Studies  Researchers use customer feedback cards, follow-up interviews, instant on-line surveys, web-sites, and suggestion boxes to measure the level of customer satisfaction with a company’s products or service.  Can also be used to test a company’s product vs. the competition. Helps identify new product development and the establishment of competitive advantages Helps identify new product development and the establishment of competitive advantages

12. Advertising Research, Cont’d.  Provides information on how to effectively convey a product message to potential customers. Advertising concepts are tested in focus groups before a campaign is launched. Advertising concepts are tested in focus groups before a campaign is launched. The focus groups’ responses are used to modify the advertisements as necessary. The focus groups’ responses are used to modify the advertisements as necessary.  Can also be used to measure DAR (day after recall) by means of a telephone survey