WEEK 4 Flashcards
sometimes known as market research, is a valuable business tool that can help you understand your customers and what makes them tick.
Consumer Research
produces measurable data and
statistics.
Quantitative Research
are the most common tool in a researcher’s
arsenal.
Survey
Customer research can take different forms such as
ad tracking, brand research, consumer satisfaction research, segmentation research, marketing effectiveness research, purchase patterns, consumer needs and concept testing.
There are two distinct sources of secondary data –
Internal and External
single search engines and multiple
search engines
Internet
External Sources:
Consumer Generated Media (CGM) e.g.
Newsgroups, blogs, groups
Directories
Country information
Published marketing research reports
New sources
Internet
research design, the data collection methods, instruments to be used, and the sample design.
Quantitative Research
Three (3) Basic Designs or Approaches used for
Quantitative Design:
- Observational Research
- Experimentation
- Surveys
the people or customers are observed effectively when they purchase a particular product.
Observational Research
it is a type of research where only certain variables are manipulated
Experimentation
It is a method of research in which an
interviewer interacts with respondents to obtain facts, opinions and attitudes.
Surveys
It is conducted in length and
in a non-structured manner where the interviewer is highly trained and minimizes his own participation in the discussion once the general subject is discussed.
In-Depth Interview
It involves many respondents who
interact with the analyst in a group discussion and focuses on a particular product.
Focus Group
are best used to understand the
motives of people when they are unconsciously rational.
Projective Techniques
