CHAPTER 2.docx

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University of Guelph
Marketing and Consumer Studies
MCS 2600
Karen A.Gough

Chapter 2 - Consumer Behaviour • Preparation, use, and wide scale availability of large amounts of consumer research is a critical force in advancing the discipline of consumer behaviour o Dedicated to building a body of knowledge and understanding as to what makes consumers tick, and how marketers can better satisfy consumers needs and wants IMPERATIVE TO CONDUCT CONSUMER RESEARCH • Studying consumer bejaviour enables marketers to predict or anticipate how marketers might better meet consumer needs by offering them more suitable products and marketing messages • The task of knowing and satisfying the needs of consumers and communicating with them, is becoming a greater challenge, as more companies seek to become global in scope, and to expand to more and more countries OVERVIEW OF THE CONSUMER RESEARCH PROCESS • We consider the importance of secondary information but most of our attention is concentrated on two categories of primary research - new research especially designed and collected for purposes of current research problem o Qualitative research: focus groups and depth interviews, and specific associated research approaches o Quantitative research: observational research, experimentation, and survey research, and their associated research approaches for collecting information from consumers • Six steps of the consumer research process; o Defining the objectives of the research o Collecting and evaluating secondary data o Designing a pimary research study o Collecting primary data o Analyzing the data o Preparing a report of the findings DEVELOPING RESEARCH OBJECTIVES • First and most difficult step in consumer research is accurately defining the objectives of the research • In designing a quantitative study, the researcher may not know what questions to ask, in this case, before undertaking a full-scale quantitative study o Conduct a small scale exploratory study COLLECTING SECONDARY DATA • Second step in the consumer research process is to search for the availability of secondary data • Secondary data is already existing information that was originally gathered for a research purpose other than the present research • Internal Secondary Data o Such information or data could consist of previously collected in-house information that was originally used for some other purpose o Companies use internal secondary data to compute customer lifetime value profiles for various customer segments  Include: customer acquisition costs, profits generated from individual sales, costs of handling, and expected duration • External Secondary Data o This type of secondary data comes from sources outside of the firm or organization o PUBLICAND GOVERNMENT SECONDARY DATA  Such data is collected by government bodies or their agencies, and is generally made available for a very nominal cost o PERIODICALS ANDARTICLES AVAILABLE FROM ONLINE SEARCH SERVICES  Business-relevant secondary data from periodicals, newspapers, and books are readily accessible via a variety of online search engines o SYNDICATED COMMERCIAL MARKETINGAND MEDIARESEARCH SERVICES  Within the realm of commercially available information about consumers, there are syndicated and subscriber-based studies that are offered by marketing research companies that routinely sell data to subscribing marketers  Secondary data is also provided by companies that routinely monitor a particular consumption-related behaviour, and sell their data to marketing companies who use the insights to make more informed strategic decisions  Future might entail monitorign the media expsoure of almost all consumers via digitable cable set-up boxes o CONSUMER PANELS  Marketers have purchased data from secondary data providers who collected consumer behaviour data from household or family consumer panels  Members of consumer panels are paid for recording their purchases and media viewing habits in diaries that are then combined with thousands of households and analyzed by the data providers  Obtaining secondary data before engaging in primary research offers several advantages • First: secondary data may provide a solution to the research problem and eliminate the need for primary research altogether  Secondary data has disadvantages - information may be categories in units that are different from those that the researcher seeks DESIGNING PRIMARY RESEARCH • New ideas require qualitative research, merits in both • Designing and Conducting Qualitative Research o Contemporary qualitative consumer research grew out of the rejection of the belef that consumer marketing was simply applied economics, and that consumers were rational decision makers who objectively evaluated the goods and services available to them and selected those that gave them the highest utility at the lowest cost o Those rejecting this simplistic view include adopters of an early and important school known as motivational researchers o Early leader of motivational research movement was Dr. Ernest Dichter, movement became popular in the late 1950s and early 1960s  Focus groups and depth interviews are very well-established research tools that are regularly used not only to secure insights about consumers underlying
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