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    Ankur Saha
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    The document discusses consumer research conducted by Amity School of Business. It describes qualitative and quantitative research methods. Qualitative research uses small, nonprobability samples and open-ended questions to gather in-depth insights through interviews and focus groups. Quantitative research uses large, probability samples and closed-ended questions to describe markets through surveys, experiments, and observations. Both methods are part of the consumer research process which involves defining objectives, collecting secondary data, designing a study, analyzing primary data, and reporting findings.

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    2, Consumer Research Process (2)

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    The document discusses consumer research conducted by Amity School of Business. It describes qualitative and quantitative research methods. Qualitative research uses small, nonprobability samples and open-ended questions to gather in-depth insights through interviews and focus groups. Quantitative research uses large, probability samples and closed-ended questions to describe markets through surveys, experiments, and observations. Both methods are part of the consumer research process which involves defining objectives, collecting secondary data, designing a study, analyzing primary data, and reporting findings.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    Download as ppt, pdf, or txt
    7 views10 pages

    2, Consumer Research Process

    Uploaded by

    Ankur Saha
    The document discusses consumer research conducted by Amity School of Business. It describes qualitative and quantitative research methods. Qualitative research uses small, nonprobability samples and open-ended questions to gather in-depth insights through interviews and focus groups. Quantitative research uses large, probability samples and closed-ended questions to describe markets through surveys, experiments, and observations. Both methods are part of the consumer research process which involves defining objectives, collecting secondary data, designing a study, analyzing primary data, and reporting findings.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    of 10

    Amity School of Business

    Amity School of Business

    1
    Amity School of Business

    Consumer Behavior
    Dr.Vandana Gupta

    2
    Amity School of Business

    Marketing Research

    Consumer Research
    Amity School of Business

    Consumer Research helps in

    • Designing marketing strategies


    Feasible Product
    Promotional Activities
    • Expansion
    Amity School of Business

    Qualitative Research
    • Consists of depth interviews, focus
    groups, metaphor analysis, collage
    research, and projective techniques.
    • Administered by highly trained interviewer-
    analysts.
    • Findings tend to be subjective.
    • Small sample sizes.
    Amity School of Business

    Quantitative Research
    • Descriptive in nature.
    • Enables marketers to “predict” consumer
    behavior (positivism).
    • Research methods include experiments,
    survey techniques, and observation.
    • Findings are descriptive, empirical, and
    can be generalized to larger populations.
    Amity School of Business

    Quantitative
    Qualitative Research
    Research
    Study • Provide insights • Describe target
    Purpose about ideas market
    • Exploratory research • Results for
    before quantitative strategic
    study marketing
    decisions
    Types of • Open-ended • Close-ended
    Questions • Unstructured • Attitude scales
    Data • Projective techniques • Observation
    Collection • Depth interviews • Experimentation
    Methods • Focus groups • Questionnaires
    Amity School of Business

    Quantitative
    Qualitative Research
    Research
    Sampling • Small • Large
    Methods • Nonprobability • Probability
    samples samples

    Data • Analyzed by • Coded, tabulated,


    Analysis researchers who and entered into
    collected data database
    • Look for “key words” • Use of statistical
    • Subjective methods
    Amity School of Business

    The Consumer Research Process


    Amity School of Business

    Steps
    • Defining the objectives of the research
    • Collecting and evaluating secondary data
    • Designing a primary research study
    • Collecting primary data
    • Analyzing the data
    • Preparing a report of the findings

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