Research ProcessPresent Findings Analyze Information Primary Research Quick Primary Research Secondary Research Define Problem Problem Recognition... Consumer ResearchQ Qualitative obser
Trang 1Research Process
Present Findings
Analyze Information
Primary Research
Quick Primary Research
Secondary Research
Define Problem
Problem
Recognition
Trang 2Consumer Research
Q Qualitative observation research
Q Customer visits in
business-to-business marketing
Q Focus group research
Q Electronic observational research
Q Decision support systems
Q Consumer survey research
Q Secondary data analysis
Trang 3Qualitative Observation Research
Q Voice of the customer
Consumer Research
Q Hands-on consumer research
Q Motivational research
Trang 4Qualitative Observation Research
Consumer Research
Q Expression of the preferences,
opinions and motivations of the customer
Q Voice of the customer
research
Q Motivational research
Trang 5Qualitative Observation Research
Consumer Research
Q Conducted by direct observation
by managers of the way current
customers use specific products and brands
Q Motivational research
Q Voice of the customer
Q Hands-on consumer
research
Trang 6Qualitative Observation Research
Consumer Research
Q Research method directed at
discovering the conscious or
subconscious reason that motivates a person’s behavior
Q Voice of the customer
Q Motivational research
research
Trang 7Customer Visits in Business-to-Business Marketing Customer Visits in Business-to-Business Marketing
Consumer Research
Trang 8Focus Group Research
Consumer Research
group of
a free wheeling,
focuses on a particular
shopping habits, etc.
Trang 9Electronic Observational Research
Consumer Research
scanning
Trang 10Decision Support Systems
Consumer Research
(DSS) is a set of computer
managers
Trang 11Decision Support Systems
Consumer Research
Customer sends in warranty card, enters sweepstakes, etc
Permission is given to to record and use information for direct
marketing
Database elements
are specified (name,
address, hobbies,
etc.) The source of
record and data are
added
Record is added to database using database management software (e.g., Microsoft Access)
Target segment is specified and deep-segmentation statistical analysis identifies hobbies, interest, usage
situation, and promotion preferences
Most appealing direct-marketing campaign
is designed to promote most appealing products and features to target
segment
Database is updated, recording response of customer to campaign
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