Consumer research can take different forms such as ad tracking, brand research, consumer satisfaction research, segmentation research, marketing effectiveness research, purchase patterns, consumer needs and concept testing. You can use all forms to try and draw conclusions from customer behavior -- this knowledge can help improve marketing activities. For example, segmentation research could show that a specific age group makes more purchases of a particular line of products. You could then run targeted marketing campaigns to enhance sales to this age group on that basis.
Research results can indicate potential problems, highlight necessary changes, determine new products and services, and develop advertising strategies. At times, the results of customer research can be ambiguous, and you may need additional targeted research.
In higher education, research results are aimed more at understanding large patterns of consumer behavior, and the results are general in nature. You must consider the trade-off between customer research and the economic benefit to your company.
For some businesses, research is simply an ongoing dialogue with customers. Other businesses may need larger consumer research expenditures to understand customer behavior. Marketing departments can make these decisions mathematically through return on investment analysis. This shows the amount of profit returned for marketing expenditures and can help justify spending.
Video of the Day. Brought to you by Techwalla. Consumer Research Methods Boundless. The series covers a range of topics employing both quantitative and qualitative research methods. These topics range from advertising effects and brand meanings to materialism and consumer culture. Because consumer behavior is such a central part of contemporary life, papers in these volumes address the role of consuming at the levels of individuals and organizations, families and groups, and cultures and subcultures.
Perspectives drawing on psychology, sociology, communications, history, anthropology and religion can all be found within its pages. The series is relevant to each of these disciplines as well as consumer behavior scholars seeking the latest in consumer research, research methods and theory.
Immediacy no long publication delays Liberal page allowance compared to journals A well-promoted annual. Timely consumer behavior topics RCB publishes the latest consumer research and theory, regardless of methods employed in the case of empirical work. This includes experimental, survey, and interpretive work as well as conceptual papers.
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Companies study consumer behavior to learn how consumers respond to or use products. Whether testing new products or services, refining existing products or designing new marketing campaigns.
Consumer Research Methods. Market research is often needed to ensure that we produce what customers really want and not what we think they want.. Primary vs. secondary research methods.. There are two main approaches to marketing. Secondary research involves using information that others have already put together. For example, if you are thinking about starting a business making clothes .
This chapter starts by distinguishing consumer behavior research methods based on the type of data used, being either secondary or primary. Most consumer behavior research studies phenomena that require researchers to enter the field and collect data on their own, and therefore the chapter emphasizes the discussion of primary research methods. The findings of this research also provide journal editors and reviewers with a wider (global, in a sense) perspective regarding the publication trends and themes on consumer behavior research topics, methods, and statistical analysis.
Consumer research, sometimes known as market research, is a valuable business tool that can help you understand your customers and what makes them tick. Looking at the driving forces behind customer behavior, consumer psychology and purchase patterns, it uses research techniques to provide objective information that. Market Research and Consumer Behavior. First, learners will see the tools and methods to be able to effectively conduct (or hire) and interpret marketing research. Second, they will learn the foundations of consumer behavior and the consumer decision-making process and how to use this knowledge in the formulation of effective marketing.