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Consumer Research and the Research Process

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

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  1. Consumer Research and the Research Process

  2. Consumer Research seeks to answer the: • Who? • What? • How? • Why? • Where? • When? • questions

  3. Research and Action • Who? • What? • How? • Where? • When? • Why? Customer and Market Profile Marketing Management Marketing Strategy and Operations

  4. Types of Consumer Research • Exploratory Research • Descriptive Research • Causal Research • …relates to Uncertainty

  5. Exploratory Research Initial research to clarify a problem or opportunity Basis for further research e.g. identifying consumer segments

  6. Exploratory Research Quantitative Secondary Research Basis for further research e.g. identifying consumer segments

  7. Descriptive Research Describes the nature and characteristics of a market or situation e.g. Customer Profile

  8. Causal Research Describes the nature of variables and cause and effect relationships e.g. effect of advertising on Consumers

  9. The Research Process A logical set of stages that research goes through o produce ROBUST and RELEVANT Marketing Intelligence

  10. Logical Process

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