WHY DO

MARKETERS
REGULARLY TEST
PRINT ADs LIKE
THIS ONE
BEFORE THEY
ARE PLACED IN
THE MEDIA ??

To Test the
Impact of the
Message
Before
Spending Large
Amounts of
Money .

CONSUMER
RESEARCH
PRESENTATORS :
SHUBHAM
VERMA (15)

CONSUMER RESEARCH
CONSUMER RESEARCH IS A FORM OF
APPLIED SOCIOLOGY.
THE CONSUMER RESEACH FOCUSES
MORE ON :
THE DATA COLLECTION
RELATIONSHIP BUILDING
STRENTHING BUILDING
FOR THE ACTION PART, THE COMPANY
IDENTIFIES THE PARTICIPANTS AND FIXES
THEIR PROBLEMS.

CONSUMER
RESEARCH
PROCESS

DEVELOPING
RESEARCH OBJECTIVES
DEFINING PURPOSES AND
OBJECTIVES ; HELPS TO ENSURE AN
APPROPRIATE RESEARCH DESIGN .
A STATEMENT OF OBJECTIVES HELPS
TO DEFINE THE TYPE AND LEVEL OF
INFORMATION NEEDED.

CONSUMER
RESEARCH
SECONDARY RESEARCH
PRIMARY RESEARCH
QUALITATIVE.
QUANTITATIVE.

SECONDARY RESEARCH

DATA THAT HAS

BEEN COLLECTED
FOR REASONS
OTHER THAN THE
SPECIFIC RESEARCH
PROJECT AT HAND.
INCLUDES
INTERNAL AND
EXTERNAL DATA.

TYPES OF SECONDARY DATA

Internal Data

External Data

DATA GENERATED INHOUSE

MAY INCLUDE
ANALYSIS OF
CUSTOMER FILES.
USEFUL FOR
CALCULATING
CUSTOMER LIFETIME
VALUES.

DATA COLLECTED BY
AN OUTSIDER
ORGANIZATION
INCLUDES FEDERAL
GOVERNMENT,
PERIODICALS,
NEWSPAPERS, BOOKS,
SEARCH ENGINES.
COMMERCIAL DATA IS
ALSO AVAILABLE FROM
MARKET RESEARCH

SECONDARY VERSUS
PRIMARY DATA

SECONDARY
DATA

PRIMARY
DATA

DATA THAT HAS

BEEN COLLECTED
FOR REASONS
OTHER THAN THE
SPECIFIC
RESEARCH
PROJECT AT HAND.

DATA COLLECTED
BY THE
RESEARCHERS FOR
THE PURPOSE OF
MEETING SPECIFIC
OBJECTIVES.

QUALITATIVE
RESEARCH
CONSISTS OF DEPTH INTERVIEWS,
FOCUS GROUPS, METAPHOR
ANALIYSIS, COLLAGE RESEARCH AND
PROJECTIVE TECHNIQUES.
ADMINISTERED BY HIGHLY TRAINED
INTERVIEWER-ANALYSTS.
FINDINGS TEND TO BE SUBJECTIVES.
SAMLL SAMPLE SIZE.

DESIGNING PRIMARY
RESEARCH

QUANTITATIVE
RESEARCH
DESCRIPTIVE IN NATURE.
ENABLES MARKETERS TO PREDICT
COMSUMER BEHAVIOUR.
RESEARCH METHODS INCLUDES
EXPERIMENTS, SURVEY TECHNIQUES,
AND OBSERVATIONS.
FINDINGS ARE DESCRIPTIVE,
EMPIRICAL AND GENERALIZABLE.

DATA COLLECTION METHODS

OBSERVATIONS
OBSERVATIONAL RESEARCH
HERE IN THIS METHOD THE PEOPLE
OR CUSTOMERS ARE OBSERVED WHEN THEY
ARE PURCHASING THE PRODUCT OR USING
THE PRODUCT.
MECHANICAL OBSERVATION
USES A MECHANICAL OR
ELECTRONIC DEVICE TO RECORD CUSTOMER
BEHAVIOUR OR RESPONSES TO A PARTICULAR
MARKETING STIMULUS.

EXPERIMENTATION
CAN BE USED TO TEST THE RELATIVE
SALES APPEAL OF MANY TYPES OF
VARIABLES.
ONLY ONE VARIABLE IS MANIPULATED
AT A TIME, KEEPING OTHER
ELEMENTS CONSTANT.
CAN BE CONDUCTES IN
LABORATORIES OR IN THE FIELD.

SURVEY DATA COLLECTED

METHOD

ATTITUDE
SCALES

SAMPLE DESIGN

THANK
YOU