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module 4

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Ryerson University
MKT 100
Paul Finlayson

Module 4 Understanding Buyer Behaviour 1. Researching Customers In microeconomics there is a concept called private information which states that a firm profits from unique information and insights it has about production techniques and trade secrets. An important trade secret is the unique insight a business has about the behaviour of customers that is not common knowledge, particularly knowledge about changing consumer preferences and buying behaviour. This is even more important when innovations such as the Internet are dramatically changing customer search and shopping behaviour. Private information and insightful interpretation of such information about customer behaviour can be a powerful driver of competitive success and profitability. This module introduces you to the major tools used to study customers, particularly for new product development. It then provides you with some general insights into customer buying behaviour and the cultural and social influences on such behaviour. When done simply and sensibly, consumer research can provide insights worth millions of dollars. It is an important marketing capability that all business students should know something about. The first and most important consumer research activity of a current business is to track customer satisfaction and dissatisfaction. Firms keep track of customer dissatisfaction by tracking returns and customer complaints. This should be a given, and in some markets (such as prescription drugs), is sometimes required by law. Many firms also survey their own customers or have someone else survey customers to measure customer satisfaction. This identifies what it is about the firms product or service that most delights the consumer and what it is about the product or service that they dislike. Tracking customer satisfaction/dissatisfaction and trends in demand is what a lot of modern market research is about. Firms also undertake special consumer research studies to test product concepts in new product development, particularly in global markets where the company has never operated and products need to be redesigned. Such special consumer research studies are a major way that the new players in the global marketplace learn about consumers. They employ local market research firms to study local consumers. Such learning about demand by suppliers is a good thing for market efficiency. This module, rather than providing a general survey of all listening to the consumer research techniques, concentrates on a few basic techniques, such as in-depth study of individual consumers, focus group methodology and survey research, mainly employed in product development or commercializing innovation. Many different research methods can be used and their effectiveness will be discussed. But whatever the specific research methods, the market research process typically includes the following logical steps: 1. Problem Definition/Question to be Answered (the most difficult step) 2. Research Design 3. Data Collection 4. Data Analysis and Interpretation 5. Presentation of Results Often, an informal study is carried out to identify the real problem and frame the questions to be addressed (and this can take a lot of discussion and politics). Market researchers and product developers then develop a research plan and design to address the questions. This is likely to involve one of the following three types of research and data. Types of research www.notesolution.comExploratory research and data collection are undertaken when the problem or research question is still fuzzy and management wants additional information before undertaking further research. It is likely to include the study of internal records, customer complaints, financial analysis trends, and discussions with distributors and suppliers. It is likely to involve the consulting of experts and environment analysis described in the Market Orientation module. This is the sensible way of boiling the problem down to its essence; what is the real question that needs to be answered, the real problem that needs to be studied? Most importantly, is it fundamentally a problem with product or service design? If it is, it needs to be addressed immediately because it may take months or years of new product development to fix. Descriptive survey research is typically used to describe customers, either small numbers of customers in-depth, or large numbers of customers by survey research. It typically gathers descriptive profiles of customers and is used to measure customer satisfaction, study product use and segment customers. It answers the who, what, here, when, and why of consumer behaviour. It can be cross-sectional or longitudinal. Cross-sectional research studies a cross- sectional sample of customers responses at a specific point in time. For example, if business students were asked How satisfied are you with the college of business? the responses would reflect a cross-section of student satisfaction. In contrast, longitudinal research involves the repeated measurement of the same customer and addresses customer responses over a period of time. Longitudinal research is almost always undertaken in modern company customer database mining so as to measure changing customer purchase behaviour, channel use, satisfaction and, of course, profitability. Cause-and-effect research is used to explore the question Does X cause Y? such as the effects of a price decrease on sales and the effect of TV advertising campaign spending on sales. This sort of applied research is done on the metrics dashboards of managers. 2. Qualitative Consumer Research Qualitative research includes methods such as observation and in
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