ENTREPRENEURIAL RESEARCH ON

CONSUMER BUYING
BEHAVIOR
LESSON GOALS:
1. Identify the different steps in
entrepreneurial research.
2. Describe the types of entrepreneurial
research.
3. Identify the research instruments to
gather data.
Essential Question
“Why do we need to conduct
research on consumer buying
behavior before planning our
business?”
Research may be conducted to:
1. Determine the taste and
preferences of the consumers.
Research may be conducted to:
2. Know the competitors,
suppliers, and processing
methods that best apply to the
business.
Research may be conducted to:
3. Determine the relationship of
different marketing variables
relative to the buying behavior
of the consumers.
 Procedural Steps

1. Identifying the problem

2. Deciding the type of data to be gathered

3. Evaluating how data will be collected

4. Gathering the data

 Procedural Steps

5. Analyzing the data gathered

6. Making a conclusion and
recommendation
7. Reporting the result of the research
work
research
n. – scientific investigation
that involves collection,
presentation, analysis, and
interpretation of gathered data.
Hypothesis (theory, belief, opinion, idea, concept)
n. – statement of assertion
that must be proven in a
research work, whether it is
true or not.
research data
n. – necessary information
to be gathered by the
entrepreneur to answer the
objective relative to the
consumers.
research instrument
n. – a tool used by
entrepreneurs in gathering
and collecting data
(survey questionnaire, personal interview,
focus group discussion)
 RESEARCH DATA is highly
needed of each
entrepreneur/researcher before
establishing his/her business.
These will be the basis for
analysis.
 Research data can be classified to:

Quantitative Data
Qualitative Data
Primary Data
Secondary Data
Quantitative Data
-can be counted and mathematically
computed

-expressed in numerical values

Examples:

Income of the consumers

Sales volume of the product
Age of the consumers
Number of units produced
Qualitative Data
-descriptive data and cannot be
counted

-they are in form of words and

statements
Examples:

*Ethnic or tribal group of where

the consumer belongs
*Perception of the consumers
*Gender of the consumers
*Dominant culture of the market
Primary Data
-data sourced by the entrepreneur
DIRECTLY FROM THE
CONSUMERS

-this is done through survey,

experimentation, and observation
Secondary Data
-data previously GATHERED BY
ANOTHER RESEARCHER AND
NOW EXIST ON OTHER SOURCES

-mostly are statistics and

information gathered by
government agencies
Examples:

*Data gathered by marketing associations

and included in their publications
*Data collected from the survey
conducted by the NSO and published in its
website
*Data gathered by the BSP and included
in the BSP annual report
 Research Instruments
Survey Questionnaire

Personal Interview

Focus Group Discussion

Types of Entrepreneurial Research

Exploratory Research

Descriptive Research

Casual Research
EXPLORATORY RESEARCH
-preliminary research work
conducted by an entrepreneur that
is designed to gather baseline
information to be used in solving a
problem
Example:

HYPOTHESIS:
The entrepreneur has a strong belief about
the buying behavior of the consumers that
they will buy more products if the design is
changed from traditional to modern.
Example:

TENTATIVE QUESTION:

“Will the consumer buy more products if the

design is changed from traditional to
modern?”
Example:

The entrepreneur must collect quantitative

data from the sample and test them.

He/She may also gather the desired

information through qualitative methods.
DESCRIPTIVE RESEARCH
-conducted by the entrepreneur
when the foremost objective is to
describe the present buying
behavior of the consumers
Example:

DATA:
1. 48% of the consumers are 21 to 30 years
old
2. 29% of the consumers are 31 to 40 years
old
3. 23% of the consumers are 41 years old and
above
CASUAL RESEARCH
-a correlational study when the
objective is to determine whether
the buying behavior of the
consumer is caused by some factors
Example:

HYPOTHESIS:

The amount of income of the consumers in

the market segment directly affects the
pattern of their buying behavior.