Chapter - 01

Consumer Research

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Objectives of the Session
To understand
 Consumer Research: The Paradigm Shift
 Consumer Research Process
 Consumer Research: Good or Bad?

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 Consumer Research: The Paradigm
Shift
 Quantitative vs. Qualitative
 Quantitative
 Enumerative
 Appropriate Base for Judgment
 Non-random Sampling
 Qualitative
 High Involvement
 Relevant Consumer Insights
 Combination
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 Consumer Research Process
Define Research Problem

Secondary Data Collection and Evaluation

Design Qualitative Research Design Quantitative Research

 Method  Method
 Unstructured  Technique
 Questionnaire  Sampling Design
 Discussion Guide

Primary Data Collection by Primary Data Collection by

Highly Trained Interviewers Field Staff Under Supervision
of Experience Researchers
Data Analysis and Report

Hypothesis for Further Data Analysis and Report

Quantitative Research
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Consumer Research Process
 Defining the Research Problem and Developing Objectives
 Identification of a Management Problem or an Opportunity
 Formulation of Research Problem and Objectives
 Decision regarding the type of Research
 Exploratory Research and Analysis
 Collection of Relevant Information from the Available Source of
Information
 Exploratory Research
 Conclusive Research
 Sources
 External
 Internal

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Consumer Research Process
 Designing the Conclusive Research
 Collecting Data from the Primary Source of
Information
 Data Collection Methods and Techniques
 Quantitative Data Collection Methods
 Observation
 Experimentation
 Surveys
 Quantitative Measurement Techniques
 Questionnaire
 Attitude Scale

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Consumer Research Process
 Data Collection Methods and Techniques
 Qualitative Data Collection Methods and
Techniques
 Depth Interviews
 Projective Techniques
 Metaphor Analysis
 Sampling
 Data Collection, Analysis and Finding Report
 Consumer Research: Good or Bad?
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Summary
 Consumer Research: The Paradigm Shift
 Consumer Research Process
 Consumer Research: Good or Bad?

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Thank you