Professional Documents
Culture Documents
Consumer Research
GROUP LEADER:
Muhammad Zeeshan (061)
Introduction
The first step in the consumer research process is developing the research objectives which
involves defining the purposes and objectives to ensure an appropriate design. A statement of objective
helps to define the type and level of information needed.
Collection of Secondary Data:
Secondary data is data that is collected by someone other than the user/researcher (in contrast to
primary data, which is collected directly by the researcher. There are two types:
Internal Secondary Data: “is found inside your organization”
External Secondary Data: “is information collected and stored by some person or
organization outside of your organization”
The secondary data is discussed three basic types:
Government Secondary data
Online Services
Research Services
Designing Primary Research:
Primary research is defined as a methodology used by researchers to collect data directly,
rather than depending on data collected from previously done research. It depends on different factors ,
like as;
Qualitative Research
Depth Interview
Focus Group
Discussion Guide
Projective Techniques
Online Focus Group
Observational Research
Survey Research
Data Collection
Qualitative and Quantitative Research:
Qualitative Quantitative
The aim is a complete, detailed description The aim is to classify features, count them,
and construct statistical models in an attempt
to explain what is observed
Researcher may only know roughly in Researcher knows clearly in advance what
advance what he/she is looking for he/she is looking for
Recommended during earlier phases of Recommended during latter phases of
research projects research projects
The design emerges as the study unfolds All aspects of the study are carefully designed
before data is collected
Researcher is the data gathering Researcher uses tools, such as questionnaires
instrument or equipment to collect numerical data
Data is in the form of words, pictures or Data is in the form of numbers and statistics
objects
Subjective – An individual’s interpretation Objective – Seeks precise measurement &
of events is important (e.g., uses participant analysis of target concepts
observation, in-depth interviews, etc.)
Qualitative data is more ‘rich’, time Quantitative data is more efficient, able to test
consuming, and less able to be generalized hypotheses, but may miss contextual detail
Researcher tends to become subjectively Researcher tends to remain objectively
immersed in the subject matter separated from the subject matter
COMPARISON
Data Analysis: Reporting Research:
Being a
The aim of data responsible consumer of
analysis in research is to research means giving
discover useful information serious thought to and
from a set of data, and understanding what you do
conclusions that can be used know, what you don't know,
to form insights. Data what you can know, and what
analysis in research projects you can't know. Consumer
that involves quantitative research is carried out to
methods have similar understand how customers
techniques, including respond to various sales
analyzing the frequency of offers and advertising
variables and the differences appeals, changes
of variables. in consumer perceptions and
attitude and forecasting
future needs, taste &
preferences of a consumer
Conclusion:
Whatever the key research question, it is important for the marketing manager and the research manager to
agree at the outset as to the specific purposes and objectives of the proposed consumer study. A clearly written
statement of research objectives ensures that the information needed is indeed collected and costly errors are avoided.
Secondary data is existing information that was originally gathered for a research purpose other than the present
research. The rationale for secondary data searches is simply that it makes good sense to investigate whether currently
available information will answer—in part or even in full—the research question at hand.
ANY
QUESTIONS ?
THANK YOU