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MAJOR STEPS IN CONSUMER RESEARCH PROCESS:Design of Primary research

<< CONSUMER RESEARCH:Quantitative Research, Qualitative Research
QUANTITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS >>
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Consumer Psychology (PSY - 514)
VU
Lesson 07
MAJOR STEPS IN CONSUMER RESEARCH PROCESS
The major steps in consumer research process include:
7. Defining the Objectives of Research
The first and most difficult step in the consumer research process is designing the objectives of research. What is
the research being carried out for? For example to:
Segment the market for bicycles
Learn about consumers attitudes about on-line shopping
Determine how many households use e-mails?
Carefully designed statement helps determine type and level of information needed. Purpose of study determines
what kind of research will be undertaken, whether it will be qualitative research or quantitative research.
If the purpose of study is to come up with new ideas for promotional campaigns then qualitative study is usually
undertaken. Respondents spend time with highly trained interviewer-analyst who interview them and analyse their
responses.
If the purpose of study is find out how many respondents use certain products and how frequently then
quantitative study that can be computerized may be used
Sometimes the researchers don't know what questions to ask. In such cases small scale Exploratory Research is
carried out before conducting a full scale study. This is done in order to explore the main issues
8. Collecting and Evaluating Secondary Data
Second step of the research is to collect secondary data. Secondary information is data originally generated for
some purpose other than the present research objectives. Such data may be collected from earlier in-house studies
or customer's information collected by the firm's sales or credit department
9. Designing a Primary Research Study
Primary Information is original research conducted by individual researchers and organizations to meet with
specific objectives. Secondary research provides sufficient insight into the clues and directions for the design of
primary information
Primary research is conducted when detailed information on consumers' purchasing patterns or product usage is
required or the consumers' socio-cultural or psychological information is needed. Research to secure such
information is more costly and time consuming than secondary research
Syndicated Data
It is often very costly to collect primary data. Many companies routinely purchase syndicated data on consumption
patterns. Syndicated data are data of interest to a large number of users that are collected periodically and compiled
and analyzed according to a standard procedure; then sold to interested buyers
Design of Primary research
Design of a primary research is based upon the purposes of study
Qualitative Study: To get new ides
Quantitative Study: Descriptive Information
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Table of Contents:
  1. INTRODUCTION TO CONSUMER PSYCHOLOGY:Consumer Behavior
  2. INTRODUCTION TO CONSUMER PSYCHOLOGY:Consumer research
  3. INTRODUCTION TO CONSUMER PSYCHOLOGY:Marketing Mix, Product, Price
  4. INTRODUCTION TO CONSUMER PSYCHOLOGY:Customer Value, Perceived Value
  5. VALUE AND RETENTION FOCUSED MARKETING AND CONSUMER DECISION MAKING PROCESS
  6. CONSUMER RESEARCH:Quantitative Research, Qualitative Research
  7. MAJOR STEPS IN CONSUMER RESEARCH PROCESS:Design of Primary research
  8. QUANTITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS
  9. QUANTITATIVE RESEARCH DATA COLLECTION TECHNIQUES:ATTITUDE SCALES
  10. QUALITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS
  11. CUSTOMER SATISFACTION MEASUREMENT, SAMPLING, AND DATA ANALYSIS AND REPORTING
  12. MARKET SEGMENTATION AND ITS BASES:Geographical Segmentation
  13. BASES FOR SEGMENTATION: DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION
  14. BASES FOR SEGMENTATION: SOCIOCULTURAL SEGMENTATION USE RELATED SEGMENTATION USAGE SITUATION SEGMENTATION
  15. BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Intrinsic Cues
  16. BASES FOR SEGMENTATION: HYBRID SEGMENTATION STRATEGIES
  17. MARKET SEGMENTATION IMPLEMENTING SEGMENTATION STRATEGIES ENVIRONMENTAL INFLUENCES CULTURE
  18. HOW CULTURE IS LEARNT ENVIRONMENTAL INFLUENCES:Formal Learning
  19. CULTURE AND ITS MEASUREMENT ENVIRONMENTAL INFLUENCES
  20. MEASUREMENT OF CULTURE ENVIRONMENTAL INFLUENCES:Consumer Fieldwork
  21. SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
  22. AGE AND GENDER SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
  23. BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Market Segmentation
  24. SOCIAL CLASS CHAPTER 4: ENVIRONMENTAL INFLUENCES:Occupation
  25. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Affluent Consumer
  26. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Membership Group
  27. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Shopping Groups
  28. UNDERSTANDING PERSONALITY CHAPTER 5: INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOR
  29. CONSUMER PERSONALITY, TRAIT THEORY AND SELF IMAGES
  30. CONSUMER MOTIVATION:Needs, Goals, Generic Goals
  31. UNDERSTANDING LEARNING:Intentional and Incidental Learning, Implications for Marketers
  32. INSTRUMENTAL CONDITIONING, INFORMATION PROCESSING AND MEMORY
  33. ATTITUDES:Characteristics of Attitudes, Attitudes have consistency
  34. ATTITUDE FORMATION AND CHANGE:How attitudes are learned?
  35. ATTITUDE CHANGE STRATEGIES:Resolving two conflicting attitudes
  36. INTRODUCTION TO CONSUMER DECISION MAKING:Decision Complexity
  37. Problem Recognition, Search and Evaluation and Decision and Purchase
  38. Decision and Purchase:Consumer Decision Rules, Output, Relationship Marketing
  39. Decisions Related to Post Purchase:Product Set up and Use
  40. Marketing Implications of Decisions Related to Post Purchase:Understanding
  41. Post Purchase Evaluation:Determinants of Satisfaction, Consumer Complaint Behavior
  42. Post Purchase Dissonance:Dissonance Reduction, Marketing Implications
  43. Consumerism:Roots of Consumerism, The Nature of Consumerism
  44. Consumerism Issues and Responses:Environmental Concerns, Consumer Privacy
  45. Review Consumer Psychology Course:Consumer Research, Consumerism