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Consumer Research and the Research Process. Consumer Research seeks to answer the: Who? What? How? Why? Where? When? questions. Research and Action. Who? What? How? Where? When? Why?. Customer and Market Profile. Marketing Management. Marketing Strategy and Operations.
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Consumer Research and the Research Process
Consumer Research seeks to answer the: • Who? • What? • How? • Why? • Where? • When? • questions
Research and Action • Who? • What? • How? • Where? • When? • Why? Customer and Market Profile Marketing Management Marketing Strategy and Operations
Types of Consumer Research • Exploratory Research • Descriptive Research • Causal Research • …relates to Uncertainty
Exploratory Research Initial research to clarify a problem or opportunity Basis for further research e.g. identifying consumer segments
Exploratory Research Quantitative Secondary Research Basis for further research e.g. identifying consumer segments
Descriptive Research Describes the nature and characteristics of a market or situation e.g. Customer Profile
Causal Research Describes the nature of variables and cause and effect relationships e.g. effect of advertising on Consumers
The Research Process A logical set of stages that research goes through o produce ROBUST and RELEVANT Marketing Intelligence