Consumer Behavior Research Methods

Definitions

Problem Definition

  • Problem formulation is the heart of the research process. It is the single most important step to be performed

--> What do we want to know that we do not know now?

  •  This process involves identifying a management decision problem and translating it into a marketing research problem

    • Management decision problem
      The problem the decision makers face --> Action-oriented (E.g. Should a new product be introduced? Should we advertise more)

    • Marketing research problem

The problem that researchers face. What information is needed? How it can be obtained?
Focus on providing the information you need in order to solve the management problem.
(E.g. What are the consumer preference and purchase intent?)

Diskussion