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Consumer Research

This article covers meaning & overview of Consumer Research from marketing perspective.

Published by MBA Skool Team in Marketing and Strategy Terms Last Updated: November 05, 2023Read time:

What is Consumer Research?

Consumer research is the research done on consumers’ preferences, attitudes, loyalty, usage and behavior in a market. It helps in understanding customers so that the marketing campaigns can be designed accordingly.


Consumer research is a part of marketing research.


Market Research deals with processes to understand customers and end consumers which helps the marketer to build market strategy. It helps in analyzing the market using porter’s five forces which deals with the market condition. The strengths, weakness, opportunities and threats are analyzed. They help in defining the marketing goals, generate and define marketing activities, monitor them and improve performance and understanding of the market and consumers. The market research also guides the company in addressing the issues by conducting surveys and get customer opinions.


Marketing research is often partitioned into two categorical pairs

• Consumer marketing research, and

• Business-to-business (B2B) marketing research


Consumer research has two paradigms viz

• Qualitative marketing research- Text analysis

• Quantitative marketing research- Number analysis


Consumer research Process

 


This article has been researched & authored by the Business Concepts Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse the definition and meaning of more similar terms. The Management Dictionary covers over 1800 business concepts from 5 categories.

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