Sociology 2172A/B Chapter Notes - Chapter 2: Consumer Behaviour, Baby Boomers, Soft Sell
30 Oct 2018
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How do advertisers discover these consumer insights: advertisers gather lots of research to understand how we think about and interact with their products, research begins with secondary research. Information from outside sources: typically quantitative data, starting point to determining target audience, decide whether there are niche markets, identify sales and cultural trends and assess competition. Information based on numerical data (surveys) is called quantitative data: millennials are a particular group of interest to advertisers, they are socially conscious and expect companies to demonstrate this in their brands, ex. In depth interviews another form of qualitative research: can be several hours long and are used for research into topics that are not easily discussed within a group, ex. Life insurance: observational research, monitoring consumers within a specific environment, most extreme form of this research is ethnographic studies- watching consumers in their natural habitat. What are demographics: statistical information about who we are, age, ethnicity, gender, education level.
