TOPIC:-

Consumer Research
GROUP LEADER:
Muhammad Zeeshan (061)

Bachelor of Business Administration

GROUP MEMBERS:
Muhammad Ahtisham (053)
Muhammad Bilal Hussain (057)
Muhammad Atir (062)
Muhammad Junaid (095)
Muhammad Farooq (069)

MISS SAIRA MAJID

TABLE OF CONTENTS:

Introduction

To understand how to develop research objectives

To understand how to collect secondary data

To understand qualitative and quantitative research methods

To understand how to combine qualitative and quantitative

research

To understand how to analyze data and report research

findings
 Introduction:
Consumer Research the action or activity of gathering information about consumer’s needs
and preferences, especially relation to a particular product or services. Being a consumer research
means giving serious thought to and understanding what you do know, what you don’t know, what
you can know, and what you can’t know.
Significance:
The significant changes in the consumer’s buying behavior, urbanized lifestyle and growth
of services sectors are the main reasons behind the importance of conducting consumer marketing
research. Consumer marketing research aims to identify, understand, and analyze the customers and
their needs.
Primary Research:
Primary research is defined as a methodology used by researchers to collect data directly, rather
than depending on data collected from previously done research. Technically, they “own” the
data. Primary research is solely carried out to address a certain problem, which requires in-depth
analysis. There are two types of primary research:
 Qualitative Research
 Quantitative Research
Developing Research objectives:

The first step in the consumer research process is developing the research objectives which
involves defining the purposes and objectives to ensure an appropriate design. A statement of objective
helps to define the type and level of information needed.
Collection of Secondary Data:
Secondary data is data that is collected by someone other than the user/researcher (in contrast to
primary data, which is collected directly by the researcher. There are two types:
 Internal Secondary Data: “is found inside your organization”
 External Secondary Data: “is information collected and stored by some person or
organization outside of your organization”
The secondary data is discussed three basic types:
 Government Secondary data
 Online Services
 Research Services
Designing Primary Research:
Primary research is defined as a methodology used by researchers to collect data directly,
rather than depending on data collected from previously done research. It depends on different factors ,
like as;
 Qualitative Research
 Depth Interview
 Focus Group
 Discussion Guide
 Projective Techniques
 Online Focus Group
 Observational Research
 Survey Research
 Data Collection
 Qualitative and Quantitative Research:
Qualitative
The aim is a complete, detailed description
Researcher may only know roughly in
advance what he/she is looking for
Recommended during earlier phases of
research projects
The design emerges as the study unfolds
Researcher is the data gathering
instrument
Data is in the form of words, pictures or
objects
Subjective – An individual’s interpretation
of events is important (e.g., uses participant
observation, in-depth interviews, etc.)
Qualitative data is more ‘rich’, time
consuming, and less able to be generalized
Researcher tends to become subjectively
immersed in the subject matter
Quantitative
The aim is to classify features, count them,
and construct statistical models in an attempt
to explain what is observed
Researcher knows clearly in advance what
he/she is looking for
Recommended during latter phases of
research projects
All aspects of the study are carefully designed
before data is collected
Researcher uses tools, such as questionnaires
or equipment to collect numerical data
Data is in the form of numbers and statistics
Objective – Seeks precise measurement &
analysis of target concepts
Quantitative data is more efficient, able to test
hypotheses, but may miss contextual detail
Researcher tends to remain objectively
separated from the subject matter
COMPARISON
Data Analysis:
The aim of data
analysis in research is to
discover useful information
from a set of data, and
conclusions that can be used
to form insights. Data
analysis in research projects
that involves quantitative
methods have similar
techniques, including
analyzing the frequency of
variables and the differences
of variables.
Reporting Research:
Being a
responsible consumer of
research means giving
serious thought to and
understanding what you do
know, what you don't know,
what you can know, and what
you can't know. Consumer
research is carried out to
understand how customers
respond to various sales
offers and advertising
appeals, changes
in consumer perceptions and
attitude and forecasting
future needs, taste &
preferences of a consumer
 Conclusion:
Whatever the key research question, it is important for the marketing manager and the research manager to
agree at the outset as to the specific purposes and objectives of the proposed consumer study. A clearly written
statement of research objectives ensures that the information needed is indeed collected and costly errors are avoided.
Secondary data is existing information that was originally gathered for a research purpose other than the present
research. The rationale for secondary data searches is simply that it makes good sense to investigate whether currently
available information will answer—in part or even in full—the research question at hand.
 ANY
QUESTIONS ?

THANK YOU