Consumer Research

1. Consumer Research

2. Contents
• Consumer Research Paradigms
• Research process
• Ethics on consumer research

3. Consumer Research
• Consists a set of techniques and principles for
systematically collecting, recording, analyzing and
interpreting data that can aid decision makers
involved in making goods, services or ideas.
• Collect data through
– Research (relatively expensive and time consuming)
– Syndicated services – Information Resources Inc (IRI),
National Purchase Diary, AC Neilson

4. Types of Research
• Qualitative Research (Exploratory Research)
– Attempts to begin to understand the
phenomenon of interest and provides initial
information when the problem lacks any clear
definition
• Quantitative Research (Conclusive Research)
– Provides information needed to confirm
preliminary insights and which managers can use
to pursue appropriate course of action.

5. Exploratory Research (Qualitative)
• Observation
• Focus Group
• In-depth Interviews

6. Conclusive Research (Quantitative)
• Experiments – taste test
• Surveys – Questionnaires(str & un str)
• Scanners – UPC scanner readings
• Panel – collecting data from a group of
consumers (panel)over a period of time

7. Research Process
Step 1
• Defining Objective / Need of Research
Step 2
• Designing the Research Project
Step 3
• Data Collection
Step 4
• Analyzing the data
Step 5
• Presenting the result

8. Defining Objective / Need of Research
• What info. is needed to answer which specific
research question?
• How should that info. be obtained?

9. Designing the Research Project
• Where can the data be found
–Secondary data (already collected and
readily available)
–Primary data (first hand info.)

10. Data Collection
• Sampling
– Probability sampling (WR / WOR)
• Simple Random sampling –
• Systematic Random sampling
• Stratified Random sampling
– Non- Probability Sampling
• Convenience sampling
• Judgment sampling
• Quota sampling
• data collection

11. Analyzing the data
• Methodical and Thorough
• Data – Interpretation- Information (used for
decisions)
• Various tools can be used

12. Presenting the result
• Executive summary
• Body
• Conclusion
• Limitations
• Supplements

13. Ethics in Research
• Confidentiality
• Should be unbiased and factual
• To the context