Consumer research

Dr Ajitabh Dash
 What is consumer research??
• Consumer research is an unbiased, structured,
and sequential method of enquiry, directed
towards a clear implicit or explicit business
objective.
• This enquiry might lead to validating existing
postulates or arriving at new theories and
models.
 Types
CONSUMER RESEARCH

BASIC RESEARCH APPLIED RESEARCH

EXPLORATORY CONCLUSIVE RESEARCH

RESEARCH

DESCRIPTIVE RESEARCH CAUSAL RESEARCH

 The research process
Management Dilemma
Basic vs Applied

Defining the Research Problem

Formulating the Research Hypothesis

Developing the Research Proposal

The Research Framework

Research Design

Data Collection Plan Sampling Plan

Instrument Design

Pilot Testing

Data Collection

Data Refining and Preparation

Data Analysis & Interpretation

Research Reporting

Management / Research Decision