Podcast
Questions and Answers
What is the primary goal of consumer research?
What is the primary goal of consumer research?
- To improve conversion rates
- To identify and define marketing opportunities
- To understand the needs, preferences, attitude, and motivation of the target audience (correct)
- To monitor marketing performance
What is market research?
What is market research?
- A process of increasing the percentage of users
- A way to understand the contents to be included in a product
- A function that links the marketer to the customer through product offerings
- An organized effort to gather information about target markets and customers (correct)
What is an example of the purpose of consumer marketing research?
What is an example of the purpose of consumer marketing research?
- To reduce production costs
- To identify and define marketing opportunities and problems (correct)
- To develop new products
- To increase sales
What does consumer research help to improve?
What does consumer research help to improve?
What is an important aspect of consumer research?
What is an important aspect of consumer research?
What is a benefit of conducting consumer research?
What is a benefit of conducting consumer research?
What type of data is gathered by the researcher himself?
What type of data is gathered by the researcher himself?
Which of the following is an example of external secondary data?
Which of the following is an example of external secondary data?
What is the purpose of a research instrument?
What is the purpose of a research instrument?
What type of analysis is possible with quantitative primary data?
What type of analysis is possible with quantitative primary data?
Which research approach involves direct observation of phenomena?
Which research approach involves direct observation of phenomena?
What is the key decision in developing primary information?
What is the key decision in developing primary information?
What is an example of internal secondary data?
What is an example of internal secondary data?
What type of primary data is collected through unstructured interviews?
What type of primary data is collected through unstructured interviews?
What is the primary purpose of qualitative research?
What is the primary purpose of qualitative research?
Which of the following is an example of a quantitative research method?
Which of the following is an example of a quantitative research method?
What is a limitation of online survey methods?
What is a limitation of online survey methods?
What is the purpose of a primary consumer research process?
What is the purpose of a primary consumer research process?
Which of the following is a characteristic of quantitative research?
Which of the following is a characteristic of quantitative research?
What is a benefit of using telephone surveys?
What is a benefit of using telephone surveys?
What is an example of a projective technique used in qualitative research?
What is an example of a projective technique used in qualitative research?
What is a limitation of mail questionnaires?
What is a limitation of mail questionnaires?
Study Notes
Consumer Behavior Research
- Consumer research involves identifying preferences, perceptions, attitudes, motivations, and buying behavior of targeted customers to understand their needs and preferences.
- It helps improve products/services and inform marketing strategies.
Importance of Consumer Research
- Understand the voice of the customer
- Understand buyer behavior
- Identify the content of a product to attract customers
- Improve conversion rates by increasing the percentage of users
Market Research
- Links the consumer and public to the marketer through information
- Involves systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation
- Purpose of consumer marketing research:
- Identify and define marketing opportunities and problems
- Generate, refine, and evaluate marketing actions
- Monitor marketing performance
- Improve understanding of the marketing process
Primary and Secondary Data
- Primary data: first-hand data gathered by the researcher himself
- Secondary data: data collected by someone else earlier, including:
- Internal data: company's past studies, sales reports, and accounting reports
- External data: reports, magazine articles, government publications, books, and journal articles
Primary Information Decisions
- Research approach: survey, observation, experiment
- Research instruments: questionnaire, mechanical, and personal interview
- Key decision areas: contact methods, sampling plan, and unit
Type of Primary Data Collected
- Quantitative research:
- Uses larger, more representative respondent samples (300-2000)
- Formal and structured procedures
- Represents data numerically
- Examples: survey, experiment, and observation
- Qualitative research:
- Uses a relatively small number of respondents in an unstructured manner
- Research data that cannot be meaningfully expressed in numbers
- Examples: focus group interviews, casual interviews, projective techniques, and in-depth interviews
Online Methods
- May involve observation, experiments, focus groups, or surveys using email
- Advantages: speed, many people online
- Disadvantages: unsolicited emails, privacy concerns, fear of computer damage
Primary Consumer Research Process
- (Watch the video for more information)
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Description
This quiz helps understand consumer research, its importance, and how it aids in improving products and marketing strategies by identifying customer preferences, attitudes, and motivations.
