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Consumer Research Process

The document outlines the consumer research process, which involves six steps: 1) defining research objectives, 2) collecting secondary data, 3) designing primary qualitative and quantitative research studies, 4) collecting primary data, 5) analyzing the data, and 6) preparing a report of the findings. It discusses two types of primary research - quantitative research which focuses on objective data, and qualitative research which provides subjective insights. Exploratory research is aimed at better understanding consumer behavior issues and generating ideas, with an emphasis on subjective perspectives.

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Shafak Mahajan
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626 views

Consumer Research Process

The document outlines the consumer research process, which involves six steps: 1) defining research objectives, 2) collecting secondary data, 3) designing primary qualitative and quantitative research studies, 4) collecting primary data, 5) analyzing the data, and 6) preparing a report of the findings. It discusses two types of primary research - quantitative research which focuses on objective data, and qualitative research which provides subjective insights. Exploratory research is aimed at better understanding consumer behavior issues and generating ideas, with an emphasis on subjective perspectives.

Uploaded by

Shafak Mahajan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Consumer Research Process

Consumer behaviour research is the study and observation of consumer pre-purchase, and post purchase behaviour, why he goes for particular brand, store, price, packing and packaging etc. while we consider the importance of secondary information, most of our attention is concentrated on two categories of primary research. These are:1. Quantitative research 2. Qualitative research

Develop objectives

Collect Secondary data

Design Qualitative Research 1. Method 2. Questionnaire 3. Discussion group

Design Quantitative Research 1. Method 2. Sample Design 3. Data Collection, instrument

Conduct Research (using highly trained interviews)

Exploratory Study based

Collect primary data (usually by field staff)

Analyze data (subjective)

Analyze data (objective)

Prepare report

Prepare report

Exploratory Study
This research is designed to provide insights into a problem where phenomenon is not yet well defined. In it emphasis on the subjective rather than the objective being the nature of the research process. In fact exploratory research is performed to learn more about consumer behaviour issues to generate ideas for future planning.

Discussion of the Consumer Research process into six steps:1. 2. 3. 4. 5. 6. Defining the objectives of the research Collecting and evaluating secondary data Designing a primary research study Collecting primary data Analyzing the data Prepare a report of the findings

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