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Types of Marketing Research

Types of Marketing Research. Consumer Research. Consumer Research. Used to determine buying behaviours Results help a marketer to make decisions about the consumer market. Awareness, Attitude, and Usage Studies. AAU for short Unaided awareness

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Types of Marketing Research

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  1. Types of Marketing Research Consumer Research

  2. Consumer Research • Used to determine buying behaviours • Results help a marketer to make decisions about the consumer market

  3. Awareness, Attitude, and Usage Studies • AAU for short • Unaided awareness • How many shoe manufacturers can you think of in 15 seconds? • Top-of-mind awareness

  4. Awareness, Attitude, and Usage Studies • Aided Awareness • Nike • Reebok • New Balance • Airwalk • British Knights • Etnies • DC • And1

  5. Awareness, Attitude, and Usage Studies • Attitudes: • Which of those shoe brands is the highest quality? • Which has the best brand image? • Which ones are cutting edge, and which ones are outdated?

  6. Awareness, Attitude, and Usage Studies • Usage: • Heavy Users • Medium Users • Light Users • Non Users • Combine with rest of consumer profile • Use to determine marketing decisions • brand image • key messages • media channels to target

  7. Consumer Segmentation Analysis • Groups potential customers into target markets • Based on: • demographics • geographics • psychographics • What is the target market for:

  8. Market Dimension Analysis • What influences purchasing decisions for the product’s target market? • Use to develop brand image, slogans. key messages in advertisements

  9. Product Research • Impact of product attributes: • colour • packaging • flavour • size • texture • design • sound • What do consumers want? • Will changing the product be worthwhile?

  10. Media Research • Segment consumers based on preferred media • Print (newspapers, magazines) • Web • Television • Radio • Others: transit ads, billboards • How many people within the target market will be reached?

  11. Consumer Tracking Devices ? ? ?

  12. Consumer Tracking Devices • Sensors on shopping carts, bar code scanners, smart coupons • Gather info without consumers’ knowledge • Help determine store layout, displays, product placements

  13. Motivation Research • Psychological research into buying behaviour • Motives that influence purchasing decision • emotional • rational • Coffee study

  14. Consumer Satisfaction Studies • Customer feedback • Compare with competition • Measure gap between actual and ideal • Ongoing research • Longitudal studies

  15. Advertising Research • How to convey message most effectively • Test ads in focus groups • Surveys: day after recall • unaided • aided • Sales volume measurements • Where did you hear about this product/store?

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