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Methods in Consumer Research, Volume 1

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❶Several research methods, such as the Likert scale, measure consumer attitudes in a quantitative fashion.

New Approaches to Classic Methods

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Focus Groups and Interviews
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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. Goals of Consumer Market Research U. What Is Consumer Research? Depending on which text editor you're pasting into, you might have to add the italics to the site name. Research firms may use a variety of methods to gather information and construct a complete profile of consumer behavior.

Surveys and questionnaires differ in the amount of information they can solicit. A survey is usually fairly short and general. Questionnaires tend to be longer and ask for more detailed information.

A survey may consist of a brief telephone call or a few questions in an online poll. Surveys and questionnaires may collect objective data, such as asking how many times a consumer purchased or used an item, but more often they solicit opinions about issues, products or services.

Researchers usually have no way to verify if those being surveyed or questioned are answering honestly. Focus groups collect information from a group of people. Focus group participants meet in small groups with a facilitator who is trained to solicit opinions and reactions. Focus group participants might watch a commercial and give their opinions about its effectiveness, or they might share opinions about several similar products. Interviews are similar to focus groups, but the facilitator works with consumers one on one to gauge their response to a product or idea.

While focus groups and interviews allow researchers to gather a lot of data, participants may be influenced by dominant personalities in the group or swayed by facilitator bias. A good researcher will use a combination of both primary and secondary data. Secondary data involves the use of existing research that was conducted by someone else for another purpose.

Primary data is new research that is gathered for the specific research problem at hand. There are several methods in which to collect primary data. Those methods include observation, focus groups, surveys, behavioral data, and experimental research. A popular method of measuring consumer perceptions and attitudes is the survey. A survey consists of closed-end and open-end questions that prompt consumers to reveal thoughts about a particular company, a product category, a product idea, or a purchase situation.

A Likert scale is a widely used question format that asks consumers to numerically rate whether they agree or disagree with a particular statement. Likert scales are used to measure consumer attitudes. Respondents indicate whether they have a positive or negative attitude towards a statement and the responses are weighted by researchers using a numerical scale.

For example, a question in the Likert scale format might ask survey respondents whether they believe that airline fees for checked luggage is appropriate.

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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.

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Research firms may use a variety of methods to gather information and construct a complete profile of consumer behavior. Surveys and Questionairres Surveys and questionnaires differ in the amount of information they can solicit.

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Segmentation is widely used within consumer research to summarize individual differences, to better understand consumer behavior, and for use in market segmentation. This chapter presents basic methods for unsupervised segmentation such as hierarchical cluster analysis and K means. Consumer research is the foundation of many marketing departments. The information it provides gives you feedback on products, marketing campaigns and future products or services, for example. Marketing executives rely on the results of timely and effective consumer research to make both day-to-day and long-term strategy decisions.

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The Five Basic Methods of Market Research By AllBusiness Editors | In: Advertising, Marketing & PR While there are many ways to perform market research, most businesses use one or more of five basic methods: surveys, focus groups, personal interviews, observation, and field trials. Paula's research has focused on the exploration of new methodologies to further understanding sensory and consumer perception, in particular sensory descriptive techniques with the use of consumers and the influence of non-sensory parameters in consumer food choice.