Consumer Research Methods
why is consumer research important? - Correct answer 1.
understanding consumers
2. planning marketing strategy
3. risk reduction mechanism
who conducts research? - Correct answer -in-house marketing
research departments
-external marketing research firms
-advertising agencies
-syndicated data services (Nielson, IRI, etc.)
-research foundations/trade groups
-retailers
-government
-consumer organizations
-academics & research centers
the research process - Correct answer 1. define the problem
-set research objectives
-identify possible marketing actions
2. develop the research plan
-specify contraints
-identify data needed for marketing actions
-determine how to collect data
3. collect relevant data by specifying
-secondary data
-primary data
4. develop findings
-analyze data
-present findings
5. take marketing actions
