Page 33 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 2.4 Summary

Consumer Research is an integral part of marketing research and makes use of a set
method to explore and predict consumer behavior to identify their needs, preferences etc.
The information so collected helps developing products and services and other marketing
mix activities to influence consumer behavior.
The research process includes a series of steps, which the researcher has to undertake. The
research design is selected depending on the purpose of study. For all descriptive
information, quantitative research designs are helpful and if the purpose is to generate
new ideas, then qualitative research techniques can be used.

When the knowledge is viewed as time, culture and context dependent and consumption
is viewed as a symbolic system, the research so conducted is mostly based on depth
interviews and is qualitative in nature.
Quantitative research is used to collect hard data and makes use of observation,
experimentation and survey methods.
Consumer behavior in particular with a brand and company also varies a lot with kind of
business practice they do. Consumer tends to develop favorable perception regarding
those companies which fair and ethical in their activities.

2.5 Keywords

Causal Research: Study in which one variable is studied at a time, keeping others constant
Exploratory Research: Used to explore an issue or a situation

Qualitative Study: Used mostly to generate new ideas
Quantitative Study: Used when descriptive information is required
Sample Size: How many to survey
Sampling Unit: Who is to be surveyed
Secondary Research: Art of locating second hand data
Thematic Apperception Test: Respondents are shown a picture and asked to describe the picture

2.6 Self Assessment

Fill in the blanks:
1. While launching a new sales promotion or communications campaign ………………..
study may be fruitful.

2. When you collect data form web, you get ………………… data.
3. If the marketers want to know the inner feelings of the consumers, they should resort to
……………… method.
4. You were shown a image and asked to describe it. You actually went through a …………….
test.
5. If you are interviewed by a marketer face to face at your home or in any retail outlet. This
technique is called ………………….. intercept.
6. Checklist questionnaires are actually ……………………. questionnaires.

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