Consumer

Research
 Group Members

 Muhammad Ibrahim (BE-21-42)

 Syed Abdul Moiz Hassan (BE-21-36)
 Mueed Ur Rehman (BE-21-20)
 Hamid Khan (BE-21-61)
 Asad Zubair (BE-21-69)
Develop Objectives
The first and most difficult step in the consumer research
process is to accurately define the objectives of the research.
Some common objectives for conducting consumer research:
1. Understand consumer preferences and buying behavior.
2. Identify market trends and shifts in consumer demand.
3. Assess customer satisfaction and loyalty towards products
or services.
4. Determine the effectiveness of marketing strategies and
promotional campaigns.
5. Segment the target market based on demographics,
psychographics, or behavior.
Secondary Data
Secondary data, defined as existing information that was
originally gathered for a research purpose other than the
present research.
The following subsections explore secondary data.

1.Internal Secondary Data

Internal information or data can be old information that a
company has collected for different reasons. This could
include data from sales reviews, customer service calls,
customer questions, or warranty cards.
2.External Secondary Data
External secondary data are collected from sources outside a
company. They can be found in various forms. Some are free, like
those in public libraries, while others require a small fee, and
some can be very expensive to obtain.

Types of external secondary data are;

 Government secondary data: Government data is
information collected by government agencies for different
reasons, like following laws, creating policies, or analyzing
statistics. This data is usually available to the public and
includes various topics such as population statistics,
economic data, health trends, and environmental
information.
 Periodicals and Articles :You can easily find business-related
information from periodicals, newspapers, and books using online
search engines like ProQuest and LexisNexis. These tools give
access to major newspapers like the Wall Street Journal and The
New York Times, business magazines like Business Week, Forbes,
Fortune, and Harvard Business Review, and specialized marketing
journals like the Journal of Marketing Research, Journal of
Consumer Research, and European Journal of Marketing.

 Syndicated Research Companies: Syndicated research

services collect information about consumers and sell it to
marketers who subscribe. For example, Nielsen Media
Research provides this type of consumer data.
Motivational Research
 A “term of art” that refers to qualitative studies conducted
by Dr. Ernest Dichter in the 1950s and 1960, which were
designed to uncover consumers’ subconscious or hidden
motivations in the context of buying and consumption.
 By the late 1950s and early 1960s, this research orientation
became quite popular, and focus groups and depth
interviews were used by many advertising agencies and
consumer products companies in order to better understand
consumer needs and motivations.
 Today, focus groups and depth interviews are very well-
established research tools
One-on-one Interview
 A depth interview (also called a one-on-one interview) is a
lengthy, nanostructured interview between a single
respondent and a highly trained researcher. Commonly, the
interviewer’s strategy is to minimize his or her own talking
time and provide as much time as possible for the consumer
being interviewed to express his or her thoughts and
behaviors, and respond to specific verbal and visual
materials
 Benefit for Marketers: Depth interviews help marketers in
designing a new product or redesigning the old product and
allow them to position or reposition their brand.
Stimulus Materials & Purpose
 Stimulus materials are developed to enhance the discussion
between the researcher and the respondent.
 They may take the form of written concept statements
(describing a new product idea), drawings or photos of new
products, actual product samples, or rough renditions or
videotapes of print ads or TV commercials.
 Projective Techniques: A research tool requiring
respondents to interpret stimuli that do not have clear
meanings, with the assumption that the subjects will
“reveal” or “project” their subconscious, hidden motives
into (or onto) the ambiguous stimuli.
Stimulus Materials & Purpose
 Focus Group: A method of qualitative research consisting of
eight to ten participants who meet with a moderator/
researcher/analyst and “focus on” or “explore” a particular
product or product category (or any other topic or subject
of research interest).
Stimulus Materials & Purpose
 Discussion Guide:
i. A discussion guide is a step-by-step outline that sets out the
line of questioning.
ii. The researcher needs to cover with the respondent in a depth
interview, or a group of respondents during a focus group
session.
iii. Some moderator-researchers prefer to follow closely the
order set out in a discussion guide; other moderator-
researchers “go with the flow” and allow the single
respondent or focus-group participants to go in the direction
of what turns out to be particularly important to them
Purpose of Quantitative Research
 Marketers use quantitative research to
understand the acceptance of various products
or specific brands, as well as the impact of
promotional messages on consumers.
 In other cases, the objectives are to assist
marketers in pinpointing consumers’ level of
satisfaction with a product, service, distributor,
or retailer.
 Possibly attempt to identify areas in which the
consumer has unmet needs, or even to attempt
to better “predict” future consumer needs or
behavior.
Purpose of Quantitative Research
 Measure Things: Quantitative research helps
you count or measure things, For example,
You measure the number of customers who
make purchases before and after the new
marketing campaign is launched.
 Test Ideas: It allows you to test if your ideas
or guesses about how things work are
correct. For example, You have a hypothesis
that the new marketing campaign will
increase customer purchases.
Purpose of Quantitative Research
 Generalize Results: By studying a small group of people,
you can make predictions about a larger group. For
example, You conduct your study with a sample of 1,000
customers. If the results show an increase in purchases,
you can generalize that the campaign might also increase
purchases among your broader customer base.
 Predict Future Events: It helps you predict what might
happen in the future based on patterns in the data. For
example, Based on the data, you predict that continuing or
expanding the marketing campaign will lead to further
increases in customer purchases.
Purpose of Quantitative Research
 Find Cause and Effect: Quantitative
research can show whether one thing causes
another. For example, To determine if the
marketing campaign directly causes the
increase in purchases, you control for other
factors like seasonal sales and promotions.
Your analysis shows that the marketing
campaign is indeed the cause of the
increased purchases.
Purpose of Quantitative Research
 Compare Groups: It allows you to compare
different groups or situations to see how
they differ. For example, You want to
compare the impact of the new marketing
campaign on different groups of customers.
 Observational research
Definition
A research tool where marketers gain an in-depth understanding
of the relationship between people and products by watching
them in the process of buying and/or using the products.
Methods
• Trained Observers: Researchers observe and note consumer
behavior in various environments (e.g., stores, homes).
• Mechanical/Electronic Devices: Devices like video recorders
and electronic counters capture consumer behavior.
• Automated Systems: Usage of frequent shopper cards, online
ticketing, and E-Passes for tracking consumer patterns.
Examples
Listerine Study: Videotaping mouthwash usage in homes to
understand consumer preferences.

Procter & Gamble: Filming households worldwide to

observe
product usage and multitasking behaviors.

Duane Reade: Using electronic beams to count passersby for

store location decisions.

Gambling Casinos: Use frequent player cards to monitor gaming

patterns and preferences. Provide immediate rewards based on
tracked behaviors and spending.

Wal-Mart: Use of Technology for Competitive Advantage Real-

Time Sales monitoring. Constantly tracks what products are
selling. Knows sales speed and inventory levels at any moment.
Physiological Observation
Monitoring Information Processing: Devices track how
respondents process information.

Eye Movement Tracking: Electronic eye cameras monitor

where subjects look in ads.

Commercial Analysis: Data shows respondents’ attention

levels.Measures decoding and recall of promotional
messages.

Brain Activity Monitoring:Sensors on subjects' heads track

brain activity and attentiveness.Neuroscientists analyze
cognitive functions in 12 brain regions.
Causal research
• Causal research is conducted to determine the cause and
effect relationship between two are more variables.
• There could be one or more independent variables & one
or more dependent variables.
• Independent variable is termed as cause while
dependent
variable is considered as effect.
• In this research, Researcher explains the cause of a
problem if cause is removed or controlled then problem
is solved.
• Experimental method & statistical method are used in
causal research.
• It is also called explanatory research.
Test marketing
is a method that aims to explore consumer response to a
product or marketing campaign by making it available on a
limited basis to test markets before a wider release.

Usage: Test consumer responses to different marketing

strategies.

Applications:
▶ New product selection.
▶ Package redesign.
▶ Price changes.
▶ New marketing campaigns.
Contacting Respondents
1. Personal Interview Surveys:
Location: Public spaces or retail areas, often in malls (mall
intercepts).
Advantages: Direct interaction, high engagement.
Disadvantages: Time-consuming, costly, potential respondent
reluctance.

2. Telephone Surveys Timing:

Best conducted during evenings and weekends.
Challenges: Respondent resistance (interruptions, hostility).
Advantages: Immediate responses, can reach wide audience.
3. Mail Surveys:
▶ Questionnaires sent to homes.
▶ Challenges: Low response rates.
▶ Techniques to Improve Response :Stamped, self-addressed envelopes.
Advance notifications and follow-up letters.
▶ Advantages: Detailed responses, considered answers.
4. Email Surveys
▶ Quick and easy global distribution.
▶ Cost-effective
5. Online Surveys Method:
▶ Respondents directed to surveys via ads or email invitations.
▶ Advantages: Fast, cost-effective, convenient.
▶ Responses may not be generalizable to the larger population.
 QUESTIONNAIRES

1. Open-ended questions require answers in the

respondent’s own words (e.g., essay type questions).

2.Closed-ended questions require respondents to check the

appropriate answer from a list of options (e.g., multiple-choice and true or false
questions).
 Sampling
and Data
Collected
and Analysis
0 SAMPLING
1
 Because it is almost always impossible to
obtain information from every member of the
population or universe being studied,
researchers use samples.
 A sample is a subset of the population that is
used to estimate the characteristics of the entire
population.
 Therefore, the sample must be representative of
the universe under study.
 TYPES OF
SAMPLING
There are two ways
to draw samples:
• Probability
sampling
• Nonprobability
sampling.
Within these two types,
there are specific sample
types for each.
PROBABILTY SAMPLING

 In a probability sample, respondents are selected in such a way that

every member of the population being studied has a known and equal
chance of being selected.

There are four types of probability samples:

 Simple Random Sample
 2. Systematic Random Sample
 3. Stratified Random Sample
 4. Cluster (Area) Sample
• 1. Simple Random Sample: Every member of
the population has a known and equal chance
of being selected.

2. Systematic Random Sample: A member of

the population is selected at random and then
every nth person is selected.
• 3.Stratified Random Sample: The population is divided
into mutually exclusive groups (such as age groups),
and random samples are drawn from each group.

• 4. Cluster (Area) Sample: The population is

divided into mutually exclusive groups (such as
blocks), and the researcher draws a sample of
the groups to interview.
 Non-Probability Sampling

Project Project 2 Project 3

1 • In a nonprobability sample, the population under study has been
predetermined in a nonrandom fashion on the basis of the
researcher’s judgment or decision to select a given number of
respondents from a particular group.
• There are three types of nonprobability samples:
• 1.Convenience Sample
Project 5 Project 6
• 2. Judgment SamPrpoleject 4
• 3. Quota Sample
TYPES OF NON-PROBABILITY SAMPLING

Convenience Sample: The researcher selects the

most accessible population members from whom
to obtain information (e.g., students in a
classroom).
Judgment Sample: The researcher uses his or
her judgment to select population
members who are good sources of accurate
information (e.g., experts in the relevant
field of study).

Quota Sample: The researcher

interviews a prescribed number of people
in each of
several categories (e.g., 50 men and 50
women).
 Sampling plan
• After deciding on the type of sample to be drawn,
researchers must develop a sampling plan:
• Researchers must develop a sampling plan specifying: Topic 2
- Whom to survey (sampling unit)
- How many to survey (sample size)
- How to select them (sampling procedure)
- Define the population boundaries precisely (e.g.,
working mothers) to ensure an appropriate sample.
- Sample size depends on:
- Budget
- Desired confidence level
- Larger samples better reflect the population, but
small samples can be reliable with the right procedure.
Data Collection
• Data collection follows sample selection and varies by study type:
• - Qualitative Studies:
• - Provide insights and refine objectives for quantitative studies Topic 2
• - Require highly trained social scientists
• - Quantitative Studies:
• - Describe target market characteristics and reactions
• - Use trained field staff or specialized companies
• - Ensure data clarity, completeness, and legibility
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