Group project on consumer research process. The group members are Iqra Anwar, Faiza Hussain, Marium Farooq, Mominah Nasir, and Shiza Shafaqat. Consumer research is important for companies launching new products to understand customer needs and satisfaction. The consumer research process involves 6 steps: 1) defining objectives, 2) collecting secondary data from internal/external sources, 3) designing a primary research study, 4) collecting primary data through surveys/interviews, 5) analyzing the data using statistical tools, and 6) preparing a report with findings, methodologies, recommendations.

1. Group Members
IQRA ANWAR
FAIZA HUSSAIN
MARIUM FAROOQ
MOMINA NASIR
SHIZA SHAFAQAT

2. CONSUMER RESEARCH
PROCESS

3. Why consumer research is needed?
 Consumer research plays a very important aspect, especially when a
company decides to launch a new product into the market. Companies
conduct market research to better understand the consumers, their needs
and their satisfaction level.
 After conducting various surveys and focus groups, companies analyse the
consumer data and then make recommendations based on the research.

4. RESEARCH PROCESS:
Consumer research process follows a series of steps for making better
decisions.

5. STEP 1: Defining objectives
A consumer research may be conducted to determine the
following.
 Attitude of people towards product/service.
 Change in tastes and preferences.
 Likes and dislikes.
 Market demand of a product.
 Buyers characteristics and influences.
 Reasons for poor performance or decline in sales of a product or service.

6. Step 2: Collect secondary data:
The second step involves looking for appropriate
information related to research through secondary
sources i.e. internal or external sources of the company.

7. Step 2: Collect secondary data:
Internal sources include
 sales reports,
 financial statements,
 performance reports etc.
External sources include
 Directories
 Country information
 Published marketing research reports
 News sources
 Newsgroups, blogs, groups
 Internet

8. Step 3:Design a primary research
study
Primary research helps a researcher to know
 Consumer’s awareness about a product
 Consumer’s intentions
 Needs and motives of consumer
 Purchase behaviour of consumers

9. Step 4: Collect primary data:
Primary research is basically the original research. Here you yourself collect
the information through various tools available. In primary research, you don’t
tend to depend on any third parties. You may conduct
 questionnaires
 interviews
 Surveys
 Observe consumers
 even directly go to the object for collecting information
 Experiments

10. Step 5: Analyse data:
The researcher analyses the data through various statistical tools.
 Percentages
 Measures of central tendencies
 Measures of dispersion
 Regression analysis

11. Step 6: Prepare report on findings
After finding all the conclusions and inferences, the researchers
prepares and presents a the final research report. This report
consists of..
 Summary of findings
 Research methodologies
 List of tables
 Primary and secondary researches
 Recommendations and suggestions