27-02-2013, 11:23 AM
APPLICATION OF MARKET RESEARCH IN CONSUMER RESEARCH
APPLICATION OF MARKET.pptx (Size: 159.33 KB / Downloads: 25)
What is consumer research?
Consumer research identifies why consumers buy goods or use services, and what their future buying habits may be. Therefore, determining the motivations of consumers, reasons why they choose to buy a particular product or service, and the things that influence their brand choices
Consumer research concentrates on understanding the behaviors and preferences of consumers.
Results help a marketer to make decisions about the consumer market.
consumer research process
There are five steps in the consumer research process:
Set objectives – eg : Determine why client complaints have been increasing over the past three months.
Plan activities – eg : reviewing written client complaints and interviewing staff who have received complaints, both prior to three months ago and in the past three months
distributing surveys or questionnaires to clients
Collect data – eg : INTERVIEWS, SURVEYS, QUESTIONNAIRE