2.2 Consumer research process

A consumer research is an important force in developing the discipline of consumer behavior. The purpose of the consumer research is to build a body of knowledge and understanding as to what makes consumer buys and how can marketers satisfy the consumer's needs and wants better. Marketers might conduct a variety of different types of consumer research studies.

Any research includes two types of information, the secondary and the primary information. Secondary information are the ones already collected for some other purpose but are able to provide in part or in full answers about the current problem. The primary information is new and collected for the purpose of the current research problem. The primary information is related to the primary research which includes two categories: Qualitative and quantitative research.

The major steps in the consumer research Process:

1.	Defining the objectives of the research

2.	Collecting and evaluating secondary data

3.	Designing a primary research study

4.	Collecting secondary data

5.	Analyzing the data

6.	Preparing a report on the findings.

2.2 Consumer research process

1.	Defining research objectives:

It is important for the marketing manager and the researcher to agree on the purposes and objectives of the study to ensure that the research design is appropriate. When the objectives of the research are clear, the researchers will decide whether to use the qualitative or quantitative study.

2.	Collecting and Evaluating Secondary Data:

Secondary data information includes findings based on research done by outside organizations, data gathered in-house for earlier studies. If the research is performed by individual researchers or organizations to meet specific objectives, it is called primary data.

3.	Designing Research:

The design of the research study is based on the purposes of the study. If descriptive information is needed, then a quantitative study is undertaken, if the purpose is to get new ideas such as repositioning a product, than a qualitative study is applied. Each type has its own method of data collection, sample, design and type of data collection instrument used. As it was mentioned before in the above part, there are two methods of research: the quantitative and the qualitative. It is in this step that the researchers decide which one to use. Each one has its own data collection methods.

2.2 Consumer research process

Data Collection Methods in the Quantitative Research:

When a researcher is undergoing a quantitative research, he or she uses some methods in collecting data. These methods are: Observational Research, experimentation, surveys,

Observational Research:

This method is the best way to gain in depth understanding of the relationship between people and

products, because it relies on observation.

Experimentation:

It is possible to test the relative sales appeal of many types of variables such as package designs,

prices, promotional offers, or copy themes through experiments designed to identify cause and effect.

Experiments are also conducted in laboratories with the use of special instrumentation such as eye

cameras that study the eye movements of subjects as they view competitive advertisements.

Surveys:

The surveys are done through personal interviews, telephone surveys, mail or on line surveys. Each one

has its own benefits and drawbacks.

2.2 Consumer research process

a.	Personal Interview surveys:

Personal interviews are done in the home or in the retail shopping areas. Interviews are done with the consumers in the area where they buy their products.

b.	Telephone survey:

This method is sometimes difficult to use because of the difficulties in getting the phone numbers of a majority of samples. Some of them are not listed in directories. This method is based on random digit dialing.

c.	Mail surveys:

This method is using questionnaires that are sent directly to individuals at their home. One of the problems of this method is a low response rate. With the development of technology nowadays, mails are not very useful means of collecting data. Consumers will be reluctant in answering the surveys that they received by mail.

d.	On-line surveys:

To overcome the drawback s of the mail surveys is the ones conducted on the internet. Respondents are directed to the marketer's or the researcher's websites by computer ads or home pages. One of the disadvantages of the on line surveys is that the samples tend to be self-selected and the results cannot be projected to the large population, because not many consumers are using the internet. On the other hand, this method is acceptable because of the anonymity of the internet.

2.2 Consumer research process

Data collection Instruments in the quantitative research:

Data collection instruments are usually pretested to assure the validity and reliability of the of the research study. A study is valid if it collects the appropriate data needed to answer the questions or objectives stated in the first stage of the research process. A study is said to be reliable if the same questions, asked of a similar sample, produce the same findings. Some of the instruments used to collect the data are questionnaires, personal inventories, and attitude scales.

a.	Questionnaires:

For quantitative research, the primary data collection instrument is the questionnaire which can be sent through the mail to the selected respondents for self-administration. It can also be administered by field interviewers in person or by telephone.

b.	Personal Inventories:

Personal inventories are series of statements that are presented to the respondents to indicate the degree of agreement or disagreement. The difference between the personal inventories and the questionnaires is that the inventory presents a list of statements, while questionnaires ask a series of questions.

2.2 Consumer research process

c.	Attitude Scales:

A list of products or product attributes is presented to the respondents to answer in order to indicate their relative feelings or evaluations.

Data Collection Methods in the Qualitative Research Designs:

The qualitative study takes into consideration the purpose of the study and the types of data needed. When a researcher is undergoing a quantitative research, he or she uses some methods in collecting data. These methods are depth interviews, focus group, projective techniques and metaphor analysis.

a.	Depth Interviews:

It is a lengthy (generally 30 minutes to an hour), non structured interview between a respondent and a highly trained interviewer, who minimizes his or own participation in the discussion after establishing the general subject be discussed.

b.	Focus Groups:

A focus group consists of 8 to 10 respondents who meet with a moderator-analyst for a group discussion. The focus of the discussion is on a particular product or product category or any other subject.

2.2 Consumer research process

c.	Projective Techniques:

These techniques are designed to hit the underlying motives of individuals despite their unconscious rationalizations or efforts at aware suppression. A projective test takes the form of a word association test. This is when the respondent is asked questions such as: What is the first word you think when I say holiday?), or a sentence completion test such as: When I go to the club.....). Throughout the answer of these questions and the completion of the statements, the respondent is reflecting his or her inner feelings and how he perceives such stimuli.

d.	Metaphor Analysis:

It is the use of one form of expression to describe or represent feelings about another. Through this technique, it is important to enable the consumer to represent the images in an alternate, non verbal form-through the use, say, of sounds, music, drawings, or pictures.

e.

Sampling:

Any research needs a sampling plan that addresses and answers three questions:

The sampling unit. Whom to survey?

The sample size. How many to survey?

The sampling procedure. How to select them?

2.2 Consumer research process

If the researcher wants the findings to be projectable to the total population they will use probability sample. On the other hand if the researcher wants the findings to represent the population they will use non probability sample.