Quantitative Research

Descriptive in nature and is used by researchers to understand the effects of various promotional inputs on the consumer, thus enabling marketers to "predict" consumer behavior.  

Qualitative Research

Secondary Data

Any data originally generated for some purpose other than the preent research objectives.

(Includes Internal and External data)

Primary Data

Original data performed by individual researchers or organizations to meet specific objectives.  

Commercial Data

Provided by marketing research companies that routinely monitor specific aspects of consumer behavior and sell the data to marketers.  

Observational Research

An important method of consumer research because marketers recognize that the best way to gain an in-

depth understanding of the relationship between people and products is by watching them in the process of buying and/or using the products.

Mechanical Observation

Uses a mechanical or electronic device to record customer behavior or response to a particular marketing stimulus.  

Physiological Obsevation

Devices that monitor respondents' patterns of information processing.

Test Marketing

Prior to launching a new product, elements such as package, price, and promotion, are manipulated in a controlled setting in order to predict sales or gauge the possible responses to the product.

 Attitude Scales

Likert Scale- Scale with level of disagreements in an interval scale.

Sematic Differential Scale (like/dislike, good/bad)

Behavior Intention Scale- (def., prob, might not, prob not, def. not) 

Rank Order Scale- Rank in order of preference.  

Depth Interview

A 30min to an hour interview about a product or service. Respondents speak freely about their experience, behavior & attitudes.  

Focus Group 

Consists of 8-10 respondents who meet with a modertor analyst for a group discussion "focused" on a particular product. 

Projective Techniques 

Designed to tap the underlying motives of individuals despite their unconscious rationalizations or efforts at conscious concealment.  

Customer Satisfaction

Measurement 

Mystery Shoppers 

 Professional Observers that pose as customers in order to interact with and provide unbiased evaluations of the company's service personnel in order to identify opportunities for improving productivity and efficiency.

Probability Sample

Respondents are selected in such a way that every member of the population studied has a known, non-zero chance of being selected. 

Nonprobability Sample