Consumer Behavior Research Methods

Definitions

Classification of Marketing Research 

Problem-Identification Research (opportunity identification)


Identifying problems (or opportunities) that are, perhaps, not
apparent on the surface and yet exist or are likely to arise in the future (e.g. Market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research)

Problem-Solving Research

  • Once a problem or an opportunity has been identified, problem- solving research is undertaken to arrive at a solution
  • You want to solve specific marketing problems
    (e.g. segmentation, product, pricing, promotion, and 
    distribution research)
 
Both kinds of research can go hand in hand (see Kelloggs)

Diskussion