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Tanima Dutta, Lovely Professional University Unit 2: Consumer Research

Unit 2: Consumer Research Notes

CONTENTS
Objectives

Introduction
2.1 Paradigms: Qualitative and Quantitative Research

2.2 Consumer Research Process
2.2.1 Defining Research Objectives
2.2.2 Collecting and Evaluating Secondary Data

2.2.3 Design Primary Research
2.2.4 Collecting Primary Data

2.2.5 Analysing Data
2.2.6 Report Preparation
2.3 Ethics

2.4 Summary
2.5 Keywords

2.6 Self Assessment
2.7 Review Questions

2.8 Further Readings

Objectives

After studying this unit, you will be able to:
Explain the paradigms: qualitative and quantitative research
Discuss the consumer research process

Realise the role of ethics in consumer behaviour

Introduction

Consumer research has emerged as an extension and an integral part of marketing research. It is
the set of methods used to identify the needs and then develop products and services to satisfy
those needs. The focus of consumer research is exclusively on exploring consumer behaviour. In
the beginning, consumer research was used to help marketers to predict the consumer reactions
to marketer’s promotional messages and to understand why consumers made purchase decisions
which they did. Marketers were reasonably convinced that if they could know everything about
consumer decision process, they would be in a position to design marketing strategies and
promotional campaigns that would influence the consumers in such a manner that they would
buy the company’s products or services. At this time, marketing was viewed as simply applied

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