CB_CH2 - Chapter2: DevelopingandUsing InformationAbout...

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Chapter 2: Developing and Using  Information About  Consumer Behavior Marketing 3250 August 27, 2009
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Types of Data Primary: Originated from the  researcher and collected to provide  relevant information to a specific  project Secondary: Collected for some  other purpose that is subsequently  used in research
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Consumer Behavior  Research Methods Surveys Focus groups Interviews Storytelling Use of photos/pics Diaries Experiments Field  experiments Conjoint analysis Observations Purchase panels Database marketing
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“Got milk?” Case Study* “There are just two things in the world  more boring than whole milk: low fat  and skim.  While Pepsi has its own  generation, Milk can’t muster one  palpitation. .. Milk – is even on its best  day – a real yawner.” - Article from  LA Times  (1994)  *Case study from “Truth, Lies and Advertising” by Jon Steel
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CB_CH2 - Chapter2: DevelopingandUsing InformationAbout...

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