Lecturer: Ambreen Bashir Haris

College of Business Management (CBM)

Institute of Business Management (IoBM)
Karachi

Market Research

Consumer Behaviour Notes:Ambreen Bashir Haris

The Consumer Research
Process

Blind Men and an Elephant

The Consumer Research Process

 Six steps
 defining the objectives of the research
 collecting and evaluating secondary
data
 designing a primary research study
 collecting primary data
 analyzing the data
 preparing a report on the findings
The Research Process

Develop Objectives

Collect Secondary
Data Design Quantitative
Design Qualitative Research
Research • Method
• Method • Sample design
• Screener • Data collection
questionnaire instrument
• Discussion
Conduct guide
Research Collect Primary
(Using highly Data
trained (Usually by
interviewers) Exploratory
field
Study
Analyze Data staff Data
Analyze )
(Subjective) (Objective)

Prepare Report Prepare report

Developing research objectives
Focused
Clearly communicated
Relevant
Well thought out written statement
Exploratory study
Collecting Secondary Data
Internal Secondary Data
Customer lifetime value profiles
Existing data
Sales
Balance sheets and income stataments
External Secondary Data
Secondary Data
Business journals, periodicals, newspapers, books,
 Online
Research reports (AC Neilson)
Consumer Panels
Online discussion forums and blogs
Designing Primary Research
Qualitative Research
Quantitative
Research
Qualitative Research

Understanding consumption patterns

Motivational research: what is the underlying
motivation?
WHY????
Research Objective:
To examine consumer attitudes
New ideas for product extension
New promotional campaigns
Positioning or re-positioning a
Methods in Qualitative Research
Depth Interviews- Interview Guide
Focus Groups
Research Tools
Discussion Guide
Projective techniques
Metaphor analysis

 ZMET
Online Focus Groups
Looking-in (Online) Research
Quantitative Research
Coming from positivist paradigm.
Findings are empirical and can be generalized to
larger population
Research Objective:
E.g.
Understand theacceptance of various products and brands
To measure level of satisfaction with them
To better ‘predict’ future needs or behaviour
How many consumers are using your
product? How frequently they use the
product?
Methods in Quantitative
Research
Observation
Experimentation eg. Lever Rabtaa
Controlled experiment
Test Marketing
Surveys
Personal Interview Surveys
Telephone Interview Surveys
Mail Surveys
E-mail Surveys
Data Collection Instruments in
Quantitative Research
Questionnaire
s
Attitude Scales
Likert Scale
Semantic
differential
scale
Behavior
intention
scale
Rank-order
scales
Sampling and Data Collection
Probability Sample
 Simple Random Sample
 Systematic Random Sample
 Stratified Random Sample
 Cluster (area) Sample

Non-probability Sample
 Convenience Sample
 Judgement Sample
 Quota Sample

 Please see table 2.4 page 46

Semantic Differential Scale
Likert Scale
Behavior Intention Scale
Rank Order Scale
Satisfaction Survey
Net Promoters Score

Above 50 is excellent; above 70 is class leading

Open-ended questions
Multiple Research methods
A combination of qualitative and quantitative
Focus groups and in depth interviews combined
with survey research.
Ideas stemming from qualitative research can be
empirically tested through quantitative research.
Exploratory
study For example:
New ideas and
promotional
strategy
Estimate the
extent or
8 Ways to identify customer needs

 Understanding internal and existing data

 Apple
 IKEA Chat Bots.
 McDonald’s
 Foodpanda
Identifying customer need

2. Interview your employees

 Sales team
 Service team (call centers, handling
complaints and problems)
 Delivery Team
 Frontline customer services
3. Pains and Gains in Consumer’s Buying
Process: Observe and understand
E.g. Shan ‘Maa’
Broadway Pizza
Fabric detergent sachet
Till service at retailer
4. understanding consumer interaction
touchpoints.
Suppose you want to buy a laptop,
What are the touchpoints???
 Any point from need recognition to purchase
decision: direct or indirect
 Maruti Suzuki
5. Follow up research at post-purchase stage
 Integrating processes.
 How product is used?
 Duster car launched with 42 changes in the
Indian Market
6. Qualitative understanding: Focus Groups
 Story of a Biscuit Company
7. Understanding Competition
 Conduct a SWOT Analysis and a
 PEST analysis
8. Feedback
 Keeping Diaries
 Feedback Form
 Calculate Net Promoter Score