Consumer Research Process is the type of basic research conducted to know the tastes and preferences of the customers so that the company can market the products according to their changing tastes and preferences. So, The Consumer Research Process Notes includes various Steps like:-

1. Identification or Formulation of problems or opportunities,
2. Establishing the Design for Market Research,
3. Choosing a Basic Techniques of Research,
4. Select the Best Sampling Procedure,
5. Collection of Data,
6. Analysis of Data,
7. Preparing the Report.

1.Identification Or Formulation of Problems or Opportunities-

This is the first consumer research process and it means to do research for analyzing and formulating the problems and opportunities of consumer behavior. This step will help to identify the causes, benefits, objectives, and remedial measures to solve the problem. Consumer Research Process Example– Technological Advancement, Tastes, and Preferences, and high unemployment rate.

2. Establishing the Design for Market Research-

Image Source: Pixabay.com

This is the secondary consumer research process and it means,

(a) It is a planned theme made by the researchers to follow to answer the research objectives,

(b) It is an approach technique to identify the solution of a particular problem,

(c) It helps researchers for doing market research with two forms-

(i) Descriptive Design-

In descriptive design, the researchers find the answers to related questions. It is calculated by Mean, Median, and, Mode of the data collected. For eg– 30% of the persons said they like Virat Kohli.

(ii) Casual Design-

In casual design, we will examine the one variable with another and second variable. It can be calculated by regression analysis to formulate the combination of two or more variables. For eg– the older the respondent, the more he/she likes Virat Kohli.

However, the casual design approach is based on the cause and effect relationship.

3. Choosing a Basic Techniques of Research-

This is the third consumer research process and it means choosing a word determines the targeting. It includes various techniques for solving the problems:

(i) Market Survey-

The survey is an essential part of the research and by which the researchers can acquire the market data, trends, and changing factors. Thus, the survey also helps to define the structure of market challenges and opportunities.

(ii) Observations-

Observation includes cellular data by which the researchers observe the source of data’s and factors which are collected through the market surveys. They observe the collected forms of data and then placed a design format for our research.

4. Select the Best Sampling Procedures-

Image Source: Pixabay.com

This is the fourth consumer research process and it means the sample is a subset or sub-part of the individual term. In this, there are two types of sampling will be used, first is probability and second is non-probability.

We can give the information related to the population and number of respondents which constitutes sample size.

5. Collection of Data-

This is the fifth consumer research process and it means data collection is proper of systematic order to gather the necessary information collected by the various sources. The researchers will collect data from various sources:

(i) Creating surveys in a particular target market for acquiring the necessary information related to their problems.

(ii) Through direct marketing (from website surveys, email marketing surveys, creating ads for surveys and so on.

(iii) Through market mediators and government reports,

(iv) Through personal interaction of public.

6. Analysis of Data-

Image Source: Pixabay.com

This is the sixth consumer research process and it means observation of data, it consists or analyzes the particular data and transform into meaningful or objective information.

The collected data is analyzed using statistical tools such as Standard deviation, correlation, regression, Keyes square test, e-test, f-test, and ANOVA (Analysis of Variants).

7. Preparing the Report-

This is the seventh consumer research process and it means in this last process step, the researchers should communicate their reports to the team and managers (in the form of oral or written).

And, in this, the researchers made the report of market research for solving the queries and find the answers to a particular problem. The reports also contain various points like:

• Approval Letter,
• Table of Contents,
• List of Examples,
• Methodology research,
• Research Goal,
• Techniques,
• Results,
• Hypothesis,
• Conclusions.

I hope you learned the concept of Consumer Research Process in Consumer Behaviour…

Also Read:

1. Factors Influencing Consumer behavior
2. Importance of Consumer behavior