Consumer Research Process

Consumer behaviour research is the study and observation of consumer pre-purchase, and post purchase behaviour, why he goes for particular brand, store, price, packing and packaging etc.

while we consider the importance of secondary information, most of our attention is concentrated on two categories of primary research. These are:-

1. Quantitative research

2. Qualitative research

Develop objectives

Collect Secondary

data

Design Qualitative Research1. Method2. Questionnaire3. Discussion group

Design Quantitative Research1. Method2. Sample Design3. Data Collection, instrument

Conduct Research (using highly trained interviews)

Collect primary data (usually by field staff)

Exploratory Study based

Analyze data(subjective)

Analyze data(objective)

Prepare report

Preparereport

Exploratory Study

This research is designed to provide insights into a problem where phenomenon is not yet well defined. In it emphasis on the subjective rather than the objective being the nature of the research process.

In fact exploratory research is performed to learn more about consumer behaviour issues to generate ideas for future planning.

Discussion of the Consumer Research process into six steps:-

1. Defining the objectives of the research

2. Collecting and evaluating secondary data

3. Designing a primary research study

4. Collecting primary data

5. Analyzing the data

6. Prepare a report of the findings