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Consumer Research – Introduction, Steps, Process Get All Notes in Your Inbox

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Consumer research just like market research follows a series of steps for
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better decision making. Consumer research is carried out to understand
how customers respond to various sales offers and advertising appeals, Subscribe Now
changes in consumer perceptions and attitude and forecasting future
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needs, taste & preferences of a consumer.

Consumer research helps a marketer to frame appropriate strategies, face

thriving competition and select the most suitable target market for the
product. Marketers aim to understand the underlying motives, satisfaction
and changing needs of the consumers through consumer research, as
consumers have become more intelligent and aware in evaluating and
purchasing products/services.   
Steps in Conducting a Consumer Research:

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Advertising Management (20)

Defining the problem and formulating research objectives –   Articles (240)
Banking and Insurance (10)

A consumer research may be conducted to determine the following: Blog (25)

Business & Entrepreneurship (6)

Attitude of people towards a product/service Business Communication (15)

Business Environment (21)
Change in taste & preferences, likes and dislikes
Business Ethics (2)
Market share and market demand of a product
Business Law (1)
Buyers characteristics and influences
Business Statistics (49)
Profitable Promotional campaigns and techniques Company Law (14)
Reasons for poor performance or decline in sales of a product etc. Computer Applications (9)
Consumer Behaviour (22)
The first step in conducting a consumer research involves: identifying the
Cost Accounting (3)
research problem, setting the objectives of research and formulating a
E-commerce (8)
working hypothesis. It is important to clearly define the problem and set
Entrepreneurship (11)
specific objectives according to which an appropriate research design Financial Accounting (2)
(exploratory, descriptive or experimental) is selected and adhered with. The Financial Management (23)

research may be qualitative or quantitative in nature.    Financial Services (19)

Human Resource Management (18)
Income Tax (2)
 
International Business (13)
Investment Analysis & Portfolio Management
Collecting and evaluating secondary data –
(10)
IT & Technical Skills (5)
The second step in consumer research involves looking for appropriate
Macro-Economics (9)
information related to the research through secondary sources like internal Management Accounting (5)
data of the company e.g. sales reports, financial statements, performance Management Information System (4)
reports etc. or external data like government and industrial publications, Managerial Economics (2)
commercial sources, past books, case studies, journals etc. Marketing & Advertising (7)
Marketing Management (18)
The secondary data is evaluated for its reliability, adequacy and suitability Marketing of Services (6)
before it is used. If the secondary data is not sufficient for the research a Micro-Economics (2)

primary data is collected through questionnaires, interviews, experiments, Operations Management (2)

observation etc.  Organizational Behaviour (7)

Personal Finance (2)
Principles of Management (9)
 
Project Management (11)
Projects and Presentations (32)
Collecting Primary Data –
Public Finance (11)
Research Methodology (9)
The researcher collects the primary data through various methods when Rural Marketing (1)
secondary data is insufficient. Primary research helps a researcher to know: Strategic Management (14)

Consumer`s awareness about a product

Intentions of consumers
Needs and motives of consumers
 Purchase Behaviour of consumers

Methods of collecting primary data – Questionnaire, Observation, Survey,

Interview, Experimentation

Analyzing the data –

When all the data has been properly collected, compiled and tabulated, the
researcher analyses the data through various statistical tools like:
RECENT POSTS
Percentages
Measures of Central Tendencies – Mean, Median, Mode Investment Analysis – Introduction,
Measures of Dispersion – Mean deviation, Standard Deviation Objectives, Process
May 5, 2018
Chi-square Test
Regression Analysis Social Exchange, Equity & Balance Theory,
Multivariate Analysis Interpersonal competence
April 16, 2018
 
IRDAI – Insurance Regulatory Development
and Authority of India
Preparing a report – When all the conclusions have been drawn and all
April 1, 2018
inferences have been made, a research report is prepared and presented.
The report consists of: Learning Theories – Cognitive,
Conditioning, Social Learning Theories
March 31, 2018
The summary of findings
Research Methodology Leadership Styles – Types of Leadership
Sampling Techniques used Styles

Primary and Secondary data March 27, 2018

 List of Tables Inventory, Inventory Control – Theory Notes
January 13, 2018
Recommendations and Suggestions
Appendices and Bibliography
Organization Design – Types of
Organization Structure
January 2, 2018
BY: BBAMANTRA / IN: ARTICLES, CONSUMER BEHAVIOUR / WITH: 2 COMMENTS

Marketing Information System –

Components, Importance

Previous Post: Business Statistics Formula – Cheat Sheet / Handbook December 20, 2017

Next Post: Segmentation of Market – Consumer Behaviour

Budget, Budgeting, Budgetary Control
December 20, 2017

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Resistance to change – Levels, Overcoming
Resistance
December 18, 2017

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nitesh 

hi sir i am try to download the consumer research process but some problem is it
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can you define how to copy paste these matter
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bbamantra 

Author Hi Nitesh, To protect our content from misuse, we do not allow users to copy
or download our content, But you can always bookmark (CTRL + D) any
webpage for instant access or share it with yourself or your friends via
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 0   Reply  1 year ago

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