About This Chapter
Consumer Behavior Market Research - Chapter Summary
Market research is an integral component to a successful marketing strategy. This chapter breaks down the market research process and outlines various methods that companies use to learn more about their customers' behavior. These short and informative lessons can be studied at any time that fits your schedule, and you can take the accompanying lesson quizzes to solidify your understanding of these market research concepts and definitions. These lessons are designed to help you:
- Evaluate marketing controls, marketing statistics, market research and test marketing
- Break down effective market research methodology
- Differentiate between quantitative and qualitative market research
- Explain why corporations stay on top of public issues
- Analyze market research findings that influence business strategy
- Outline five market segmentation strategies
- Consider methods that marketers use to position and differentiate their products to consumers
- Point out relevant marketing research methods and sources of external market research
1. Market Research: Definition, Analysis & Methodology
Conducting a successful business is too complicated and costly to just wing it. In this lesson, you'll learn about market research and the six steps that are involved in it.
2. Marketing Research: Uses & Relevance
Marketing research allows companies to gain information about their business. In this lesson, we'll discuss how to determine which media channels to utilize, different types of communication, and product testing.
3. Marketing Controls: Market Research, Test Marketing & Marketing Statistics
In this lesson, we will explain the purpose of marketing controls and explore related concepts, such as market research, test marketing, and marketing statistics.
4. External Market Research: Definition & Sources
This lesson discusses and defines external sources of marketing information and its five main categories. Learn how this information is collected by a company or obtained from a third-party.
5. Quantitative vs. Qualitative Research in Marketing
After watching this video lesson, you will know the differences between quantitative market research and qualitative market research. You will see what strengths each has and how these can work together.
6. Market Segmentation: Geographic, Demographic, Psychographic & More
Marketers must be effective at creating niche segments to promote and sell their products or services. There are five specific ways that markets can be segmented in order to create a successful sales opportunity.
7. Positioning and Differentiation in Consumer Marketing
Consumers' perceptions of products and brands are influenced by the marketing and promotional plan. Marketers must identify the key characteristics that are important to the target market and then ensure that their product stands out in the minds of the consumers as the best choice for purchase.
8. Analyzing, Applying, and Drawing Conclusions From Research to Make Recommendations
In this lesson, we'll explore how companies analyze, apply and draw conclusions from research to solve problems. Learn how effective recommendations can help a business survive and thrive.
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Other chapters within the Marketing 302: Consumer Behavior course
- Introduction to Consumer Behavior
- Factors Influencing Consumer Behavior
- Consumers & the Decision Making Process
- Consumer Behavioral Heuristics
- Consumer Buying Behavior
- Microeconomics in Consumer Behavior
- Individual Financial Decision-Making
- Experiential Consumption
- Influencing Consumer Behavior
- Consumerism & Behavioral Appeals
- Psychology of Price
- Customer Satisfaction
- Required Assignments for Marketing 302: Consumer Behavior
- Studying for Marketing 302