research techniques in consumer behaviour

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Consumer Behaviour
What do consumers think?

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Consumer Behaviour
• The following screen shots are from an
actual consumer survey conducted online.
• After a number of demographic questions,
the survey turns to conjoint analysis,
where the consumer is asked to select the
most and least important item from a
short list.

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Conjoint Analysis
• Conjoint analysis is a statistical technique
used in market research to analyse how
consumers value different attributes that
make up a product or service.
• In the following slides, the answer are the
instructor’s answers.

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Shopping Habits
• In the first set of conjoint analysis pairs,
the consumer is being asked how they
discover which products to buy at the
supermarket.

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Resources of Discovery
• At the end of the conjoint analysis pairs,
the consumer is asked which resources
they regularly use to discover products at
the supermarket.

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More conjoint analysis
• In the next section, the consumer is asked
about what is important to them when
actually shopping in the store.

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Summarising
• At the end of this section, the consumer is
asked to select all the resources used to
help when in the store shopping.

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Check out
• In the final section of conjoint analysis, the
consumer is asked for what they feel is
important to them at the checkout and
when completing their purchase.

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Which part of the shopping
experience is important?
• In the next phase, the consumer is asked
to rank which of the four parts of the
shopping experience is important to them.

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Likert Scales
• In the next phase, the consumers are
asked to select on a Likert Scale how the
shopping experience was for them.

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Brand Association
• In this new survey, consumers are asked
about their “feelings” for particular chewing
gum brands.
• This is brand association research, where
consumers reveal what they associate
with the brand.

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Recognition
• Using a representation of the packaging of
certain products, consumers are asked
which ones they recognise.

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Market Effectiveness
• In the following parts, the consumers are
asked if they have seen a particular TV
advert.
• The data gathered here will help
marketing professionals build models and
measure the results to determine the
effectiveness of particular TV adverts.

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Surveys in Market Research
• Questionnaires such as the ones above
serve to collect quantitative data for
market researchers.
• The consumers are also asked many
demographic questions, so the data can
be analysed according to segments and
target markets.

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The Goal of Marketing Research
To identify and assess how changing
elements of the marketing mix impacts
consumer behaviour.

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The end