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CONSUMER RESEARCH

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

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CONSUMER RESEARCH

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  1. CONSUMER RESEARCH Chapter 2

  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

  3. 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

  4. 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

  5. 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

  6. 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

  7. MARKETING RESEARCH • data collection only • request/payment • involvement low • sufficient contacts to achieve statistical validity • data collected anonymously • problems identified • follow-up considered unethical

  8. THE CONSUMER RESEARCH PROCESS • 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

  9. 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

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