HMD253 University of Nevada Marketing Research & Consumer Research Paper Please deeply talk about Consumer Research and summary my point into two page doub

HMD253 University of Nevada Marketing Research & Consumer Research Paper Please deeply talk about Consumer Research and summary my point into two page double space 12 font times new roman essay. HMD 253
Sep 16th, 2019
What is Consumer Research?
–
The study of attitudes and behaviors
Why is this important
“It’s not what you like. It’s the consumer”
Need the right balance of consumer involvement
What can consumer research uniquely deliver?
The “why” behind the “what”
Why Conduct Consumer Research?
Example about Kim Kardashian West: Kimono shapewear
Types of Research Projects
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Experience : How satisfied were you with….?
Attitudes : What is your opinion of…?
Behavior : How do you spend your time/money?
Concept Evaluation : What do you think of this possible new product/service?
–
Ad Testing : Unpredictable
Research Methodologies
–
Two broad buckets: Quantitative vs. Qualitative
Quant – lots of respondents, limited depth
? Provides statistical confidence (when done correctly)
? Ability to segment into smaller groups
? Lower cost per respondent
? However, best suited for top-of-mind or “Knee Jerk” reactions
?
?
–
You only have several minutes with each participant
Common examples: online surveys, intercept interview
Qual – few respondents, much more in-depth
? You have hours (or more) with each participant
? Allows for deep exploration of attitudes
? High cost per participant, can get in to the thousands of dollars
? Critically important to select the right audience
? Common examples: focus groups, ethnography studies
Ask people outside the room
How to Plan an Effective Research Project
–
Plan ahead!
? Good research take time
–
Select the right audience
? This is the most overlooked element of research planning
–
Design your question from the customer point-of-view (not yours)
? Allow participants to express what is important to them
? This especially important for customer experience feedback
–
Lines of questioning : Get to the point
? Focus on the “need to know”, forget about the “nice to know”
?
–
Customers have many options for expressing their viewpoints, don’t
alienate them
Don’t’ argue with the results
When NOT to Conduct a Research Study
–
For innovation
? Consumers are generally not good at coming up with their ideas in a
research study
? However, they are great at responding to your ideas
?
Example: Iphone
–
Sensitive or secret information
? If you reveal a product/concept in a survey, assume you just showed it to the
entire world
–
Social desirability bias
? Responses are commonly influenced by political correctness
? Do you prefer companies that are environmentally responsible?
? How much tolerance should there be for sexual misconduct or racial
injustice in society
–
Concept testing: if it is a cheap, quick, and easy to just introduce the product
When there is not enough Return-On-Investment
Why Conduct Consumer Research?
Example – Duck Commander Musical at Rio
Careers in Consumer Research/Insights
–
Niche, yet stable field in marketing science
? Can fly “under-the-radar”
–
Small community in Las Vegas
–
High variety of activities and projects
Clear growth paths
? Good ratios of VPs to Directors to Manager to Analyst

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