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Understanding Consumer Behavior: Research Strategies for Media and Brand Analysis

This assignment explores how to effectively analyze consumer behavior through various media channels. Focus on selecting a brand, magazine, or newspaper with abundant high-quality information. Identify and pose insightful questions, utilize recommended resources, and leverage tools like media kits and consumer databases to understand target audiences. The goal is to deeply analyze how attitudes influence consumer decisions, utilizing a systematic approach for successful research and comprehensive insights.

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Understanding Consumer Behavior: Research Strategies for Media and Brand Analysis

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  1. SurreyJenna Walshjmwalsh@sfu.ca BUS 347: Consumer BehaviourLibrary Research BurnabyMark Bodnar mbodnar@sfu.ca

  2. Today’s Goals • Focus: Attitude Change Assignment (#1)From your assignment: ***CHOOSE A COMPANY, BRAND, & MAGAZINE/NEWSPAPER/OTHER MEDIA VEHICLE FOR WHICH YOU CAN FIND LOTS OF HIGH-QUALITY INFORMATION.*** • Asking the best questions • Using the best resources • Getting help

  3. Questions Where would you normally start looking? • What are you hoping to find? • Readers/Viewers? • Consumers? • Companies? Source: http://www.axenewsroom.com/pressroom/multimedia/prodimage Source: http://axeads.blogspot.ca/

  4. BUS 347 research guide http://tiny.cc/bus347

  5. READERS: CARD

  6. READERS: Media Kit Cineplex Media Kit: http://files.cineplexmedia.com/2012_mediakit.pdf (See page 59...)

  7. READERS: Media Kit

  8. CONSUMERS: Business Source

  9. CONSUMERS: PMB

  10. CONSUMERS: PMB

  11. CONSUMERS: PMB

  12. CONSUMERS: Best Customers

  13. CONSUMERS: Passport GMID

  14. CONSUMERS: Passport GMID

  15. CONSUMERS: Passport GMID

  16. COMPANIES: IBISWorld

  17. COMPANIES: IBISWorld

  18. COMPANIES: Passport GMID

  19. COMPANIES: Passport GMID

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