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Effective Consumer Research Process and Questionnaire Design

Understand the steps involved in conducting consumer research, from defining research focus to implementing solutions. Learn about different research designs, data collection methods, survey administration, and analysis techniques. Design a comprehensive questionnaire for gathering valuable consumer insights.

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Effective Consumer Research Process and Questionnaire Design

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  1. 5.04 Discuss the Consumer Research Process

  2. Consumer Research • Used to gather information in order to know what consumers want and need. • Important because consumer trends change.

  3. Steps for Conducting Consumer Research 1. Define the focus of the research. • What types of information need to be gathered? • What questions need to be answered? 2. Define which type of research design will be used. • Exploratory • Used when the problem is not defined • Descriptive • Used to gather information regarding a target market • Causal • Used to demonstrate the cause and effect relationship

  4. Steps for Conducting Consumer Research (continued) 3. Collect data. • Primary data • Secondary data • How to obtain feedback • Personal observation • Focus groups • Questionnaires

  5. Steps for Conducting Consumer Research (continued) 4. Determine sample. • Group of people representative of the population. • Helps make generalizations about a group of consumers. 5. Administer the survey 6. Analyze and interpret the results.

  6. Steps for Conducting Consumer Research (continued) 7. Recommend solutions. • Report the findings from the survey. • A findings report should include: • Title page • Acknowledgements • Contents • Charts, tables and graphs • Introduction • Review of information

  7. Steps for Conducting Consumer Research (continued) • Data collection used. • Findings • Recommendations • Conclusions • Appendices • Bibliography • Implement Solutions

  8. Design a Questionnaire 1. Methods of administration include: • Mail • Telephone • E-mail • Websites • Personal interviews

  9. Design a Questionnaire (continued) 2. Content includes: • Number of questions • Availability of information • Format • Open-ended • Closed-ended • Question wording • Short • Unambiguous • One question per statement • Specific and clearly defined • Layman’s terminology

  10. Design a Questionnaire (continued) 3. Sequence • Begin with broad questions • Group similar topics together • Consider skip patterns 4. Physical characteristics • Simple to complete • Headings for each section • Easy to understand • Enough room for responses to open-ended questions

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