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CONSUMER RESEARCH
Chapter 2
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
1. 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