<p>A. Define consumer research. 1. Consumer research gathers information to learn what consumers want and need. 2. Research is important because consumer trends change.</p><p>B. Identify steps for conducting consumer research. 1. Define the focus of the research. a. What type of information needs to be gathered? b. What questions need to be answered? 2. Define which type of research design will be used. a. Exploratory research is used when the problem or opportunity is not defined. Example: New Balance is unsure why the sales of their new running shoes are stagnant. b. Descriptive research is used to gather information regarding the characteristics of a target market. Example: New Balance surveys Cross Country coaches in the area to determine the perception of their new running shoes. c. Causal research is used to demonstrate the cause and effect relationship. Example: New Balance would like to know if changing their advertising efforts from billboards to television ads will result in increased sales. 3. Collect data. a. Primary data is information gathered for the first time. Example: Speedo wants to know what consumers think about their new product, so they design and administer a questionnaire to collect the data. b. Secondary data is information that has already been collected. Example: Census Bureau data already exists and is available online. c. Methods for obtaining feedback. i. Personal observation, which is watching consumers at an event. ii. Focus groups, which are structured discussions led by a moderator. iii. Questionnaires, which are instruments used to gather feedback from consumers. 4. Determine sample. a. A sample is a group of people representative of the population. b. Sampling helps make generalizations about a group of consumers. 5. Administer the survey. 6. Analyze and interpret the results of the survey. 7. Recommend solutions. a. Report the findings from the survey. b. A findings report should include: i. Title page. ii. Acknowledgements. iii. Contents. iv. Charts, tables and graphs. v. Introduction. vi. Review of information. vii. Data collection used. viii. Findings. ix. Recommendations. x. Conclusions. xi. Appendices. xii. Bibliography. 8. Implement solutions.</p><p>C. Design a questionnaire. 1. Methods of administration include: a. Mail. b. Telephone. c. E-mail. d. Web sites. e. Personal interviews. 2. Content includes: a. Number of questions. b. Availability of information. c. Format. i. Open-ended. ii. Closed-ended. d. Question wording. i. Short. ii. Unambiguous. iii. One question per statement. iv. Specific and clearly defined. v. Layman’s terminology. 3. Sequence. a. Begin with broad questions. b. Group similar topics together. c. Consider skip patterns. i. Example: If a respondent answered yes to question 4, they should skip to question 8. ii. Used infrequently. iii. Can be confusing. 4. Physical characteristics. a. Simple to complete. b. Headings for each section. c. Easy to understand directions. d. Enough room for responses to open-ended questions. A. Define consumer research. 1. ______research gathers information to learn what consumers ______and ______. 2. Research is important because consumer trends ______.</p><p>B. Identify steps for conducting consumer research. 1. Define the ______of the research. a. What ______of information needs to be gathered? b. What ______need to be answered? 2. Define which ______of research design will be used. a. ______research is used when the ______or ______is not ______. Example: New Balance is unsure why the sales of their new running shoes are stagnant. b. ______research is used to gather information regarding the ______of a ______. Example: New Balance surveys Cross Country coaches in the area to determine the perception of their new running shoes. c. ______research is used to demonstrate the ______and ______relationship. Example: New Balance would like to know if changing their advertising efforts from billboards to television ads will result in increased sales. 3. Collect ______. a. ______data is information gathered for the ______time. Example: Speedo wants to know what consumers think about their new product, so they design and administer a questionnaire to collect the data. b. ______data is information that has ______been ______. Example: Census Bureau data already exists and is available online. c. Methods for obtaining feedback. i. ______, which is watching consumers at an event. ii. ______, which are structured ______led by a moderator. iii. ______, which are instruments used to gather feedback from consumers. 4. Determine sample. a. A sample is a ______of people ______of the ______. b. Sampling helps make ______about a group of consumers. 5. ______the survey. 6. ______and ______the results of the survey. 7. Recommend solutions. a. Report the findings from the survey. b. A findings report should include: i. Title page. ii. Acknowledgements. iii. Contents. iv. Charts, tables and graphs. v. Introduction. vi. Review of information. vii. Data collection used. viii. Findings. ix. Recommendations. x. Conclusions. xi. Appendices. xii. Bibliography. 8. Implement ______.</p><p>C. Design a questionnaire. 1. Methods of administration include: a. ______. b. ______. c. ______. d. ______. e. Personal ______. 2. Content includes: a. Number of ______. b. Availability of ______. c. Format. i. ______. ii. ______. d. Question wording. i. ______. ii. ______. (which means ______) iii. ______question per statement. iv. ______and clearly defined. v. ______’s terminology. 3. Sequence. a. Begin with ______questions. b. Group ______topics together. c. Consider ______patterns. i. Example: If a respondent answered yes to question 4, they should skip to question 8. ii. Used ______. iii. Can be ______. 4. Physical characteristics. a. ______to complete. b. ______for each section. c. ______directions. d. Enough ______for responses to ______questions. Slide 1 ______5. 04 D iscu ss th e ______C on su m er R esea r ch P r ocess ______</p><p>Slide 2 ______C on su m er R esea r ch ______ Used to gather information in ______order to know what consumers want ______and need. ______ Important because consumer trends change. ______</p><p>Slide 3 Step s for C on d u ctin g ______C on su m er R esea r ch ______1. Define the focus of the research.  What types of information need to be gathered? ______ What questions need to be answered? 2. Define which type of research design will ______be used.  Exploratory  Used when the problem is not defined ______ Descriptive  Used to gather information regarding a target market  Causal ______ Used to demonstrate the cause and effect relationship ______Slide 4 ______Step s for C on d u ctin g ______C on su m er R esea r ch (con tin u ed ) ______3. Collect data.  Primary data ______ Secondary data  How to obtain ______feedback</p><p> Personal observation</p><p> Focus groups ______</p><p> Questionnaires ______</p><p>Slide 5 Step s for C on d u ctin g ______C on su m er R esea r ch ______(con tin u ed ) ______4. Determine sample.  Group of people representative of the ______population.  Helps make generalizations about a group ______of consumers. 5. Administer the survey ______6. Analyze and interpret the results. ______</p><p>______Slide 6 Step s for C on d u ctin g C on su m er R esea r ch ______(con tin u ed )</p><p>7. Recommend solutions. ______ Report the findings from the survey.  A findings report should include: ______ Title page  Acknowledgements ______ Contents  Charts, tables and graphs ______ Introduction  Review of information ______</p><p>Slide 7 ______Step s for C on d u ctin g C on su m er R esea r ch ______(con tin u ed ) ______ Data collection used.</p><p> Findings</p><p> Recommendations ______</p><p> Conclusions  Appendices ______ Bibliography ______ Implement Solutions ______Slide 8 ______D esign a Q u estion n a ir e ______1. Methods of administration ______include:  Mail ______ Telephone  E-mail ______ Websites  Personal interviews ______</p><p>Slide 9 ______D esign a Q u estion n a ir e (con tin u ed ) ______2. Content includes:  Number of questions ______ Availability of information  Format ______ Open-ended  Closed-ended  Question wording ______ Short  Unambiguous ______ One question per statement  Specific and clearly defined  Layman’s terminology ______</p><p>Slide 10 ______D esign a Q u estion n a ir e (con tin u ed ) ______3. Sequence  Begin with broad questions ______ Group similar topics together  Consider skip patterns ______4. Physical characteristics  Simple to complete  Headings for each section ______ Easy to understand  Enough room for responses to open-ended questions ______</p><p>5. 04 D iscu ss th e St ep s for C on d u ct in g C on su m er R esea r ch C on su m er R esea r ch P r ocess (con tin u ed ) • Determine ______. – A sample is a ______. – Sampling helps make ______about a group of consumers. • ______the survey • Analyze and interpret the results of the survey.</p><p>C on su m er R esea r ch St ep s for C on d u ct in g </p><p>• ______research C on su m er R esea r ch is used to ______(con tin u ed ) information in order to • Recommend solutions. know what consumers ______and – ______the findings from the survey. ______. – A findings report should include: • T______• ______is • Acknowledgements important because • C______consumer ______• Charts, tables and graphs change. • I______• Review of information</p><p>St ep s for C on d u ctin g C on su m er R esea r ch St ep s for C on d u ct in g • Define the ______of the research. – What types of information need to be gathered? C on su m er R esea r ch – What questions need to be answered? (con tin u ed ) • Define which type of research ______will be used. • Data collection used. • F______– E______• Used when the problem is ______• Recommendations – D______• C______• Used to ______information regarding a • Appendices ______• B______– C______• Used to demonstrate the ______and ______relationship • ______Solutions</p><p>Step s for C on d u ct in g C on su m er R esea r ch (con tin u ed ) • Collect data. – P______data – S______data – How to obtain feedback – Personal observation – Focus groups – Questionnaires D esign a Q u est ion n a ir e C on ten t s of q u est ion n a ir e (con t in u ed ):</p><p>• Methods of – Question wording administration • ______include: • Unambiguous – ______• ______question per statement – Telephone • Specific and clearly ______– ______• ______terminology – Websites • Sequence – Personal – Begin with ______questions ______– Group ______topics together – Consider ______patterns</p><p>C on ten t s of Q u estion n a ir e C on ten t s of q u est ion n a ir e In clu d e: (con t in u ed ): • ______of • Physical questions characteristics – ______to • ______of complete information – ______for each section • Format – ______to – Open-ended understand – Closed-ended – Enough room for responses to open- ended questions</p><p>Ice Cream Survey</p><p>Part I 1. I enjoy eating ice cream so much that I eat it: ______</p><p>If you are lactose intolerant, thank you for your time. For the purpose of this survey, NO ONE in this class is lactose intolerant.</p><p>2. My favorite ice cream flavor is: ______</p><p>3. My favorite toppings are: ______4. My single most favorite brand is: ______</p><p>5. I don't like the following brand(s): Breyers, Haagen Dazs, Blue Bunny, Ben & Jerry's, Hershey's, Blue Bell, Mayfield, Pet or other.</p><p>6. I usually buy ice cream in the following size: Pint, gallon, quart, ½ gallon, or size doesn’t matter.</p><p>7. I prefer to buy ice cream in the following container type: Plastic, Cardboard carton, or It doesn't matter.</p><p>8. How much am I willing to pay for a cone price of ice cream? ______</p><p>9. Which do I prefer? Sherbets or ice cream</p><p>10. I often buy ice cream novelties, such as cones, bars, popsicles, etc. True or False</p><p>11. My favorite ice cream novelties are: Cone shapes, Popsicles, Bars, Cars & similar shapes, Comic book characters or other.</p><p>12. Do you eat ice cream in the winter? ______</p><p>13. What is the weirdest flavor of ice cream you've ever seen? ______</p><p>14. Where does it hurt when you eat ice cream too fast? ______</p><p>15. When is your favorite time to eat ice cream? ______</p><p>16. How much ice cream do you eat in one serving? ______</p><p>17. Do you share your ice cream with your pet? ______</p><p>18. If you could have your dream flavor of ice cream, what would it be? ______</p><p>19. Are you lactose intolerant? ______</p><p>20. Do you prefer to eat ice cream with or without beans? ______</p><p>21. Are you allergic to any particular flavor of ice cream? ______</p><p>22. Do you prefer hard or soft ice cream? ______</p><p>23. Do you prefer it in a cone or a cup? ______</p><p>24. When shopping for ice cream, do you consider the price of the ice cream before you purchase it? ______</p><p>25. Do you prefer homemade or store bought ice cream? ______</p><p>26. Do you prefer store bought or specialty ice cream? ______</p><p>27. Do you like (circle all that apply): Pretzel cones, waffle cones, or sugar cones? Other ______</p><p>28. Does the appearance of the ice cream affect your decision to purchase the ice cream? (ex. Play-dough ice cream) ______</p><p>Explain ______Part II</p><p>Smell Texture Flavor Brand Rank 1-10 What is your opinion of the with 10 being ice cream? the highest. M&M’s website worksheet</p><p>Directions: Go to M&Ms website: www.m-ms.com. Answer the questions below. Section 1: History 1. What year were M&Ms first sold to public? 2. What color was originally used for the letters on 2. How were they packaged? the M&M’s? </p><p>3. When was package changed and to what type 3. What % of each color do you get in a bag of of package? M&M’s? Brown – ____%, Yellow – _____%, Red – 4. When were peanut M&Ms first introduced? _____%, Blue – _____%, Green – ____%, Orange – ______% 5. What is the slogan? </p><p>6. What colors were added in 1960? Section 3: Characters – Give brief description 7. When were brand characters introduced? of each after reading bio 1. Red – 8. In 1976 what color was added and what color was taken away? 2. Green – 9. Why was this color taken away? </p><p>10. Who asked to have M&Ms included in their 3. Yellow – food supply? </p><p>11. When were special holiday lines introduced? 4. Blue – </p><p>12. When was the color taken away returned? Create your own survey about M&M’s. You 13. What products were added in 1990’s? should have one skip question, 10 open- ended questions and 10 closed-ended 14. Which color was added in 1995 and by what questions. Remember the rules for designing %? a questionnaire! 15. What is colorworks?</p><p>16. Which character was added in 1997? </p><p>17. What is M&M world? </p><p>18. What did they announce they were the spokescandies for in 1998? </p><p>19. When were Crispy chocolates introduced? </p><p>20. What did they change their name to in 2000? </p><p>Section 2: Products</p><p>1. Can you get WMHS colors? </p><p>Consumer Behavior . . . Cookies, cookies, cookies!</p><p>1. If you were observing a cookie eating contest, what type of consumer would you be?</p><p>2. If you were actually involved in a cookie eating contest, what type of consumer would you be?</p><p>3. What would be your intrinsic factors for attending the event? Spectator example: ______</p><p>Participant example:</p><p>4. What would be an example of an extrinsic factor for attending the event? Spectator example: ______</p><p>Participant example:</p><p>5. Give an example of an occasional factor for attending the event.</p><p>6. Give one example of the cookie eating contest for each of the four levels of consumer motivation.</p><p>7. How does the cookie company position its product?</p><p>8. Segmentation – describe the target market based on the four types of segmentation. 9. Give examples for the cookie based on the four stages in the life cycle.</p><p>10. How can the cookie company increase its market share?</p><p>11. Give an example of how the cookie company could use the “push” strategy to increase sales.</p><p>12. Give an example of how the cookie company could use the “pull” strategy to increase sales.</p><p>13. Describe the primary market.</p><p>14. Describe the secondary market.</p><p>15. Give an example for each of the four types of audiences.</p><p>16. Explain how the cookie manufacturer can inform, persuade and remind customers of the product. 17. Give one example for each of the four parts of the promotional mix.</p><p>18. Give one example for each of the four methods of designing the promotional budget.</p><p>19. Explain a media strategy for the cookie company.</p><p>20. Give an example for each of the three types of research for the cookie company. 21. Using our class, collect three types of primary data.</p><p>22. Using another source, collect three types of secondary data about the types of cookies, cookie manufacturers or trends of the market.</p><p>23. Create a 10 question survey about the cookies. Have eight closed-ended questions and two open-ended questions. Remember the rules when developing questionnaires. 24. Create a report from the results of the survey. Cookies, cookies, cookies . . . Smell Texture Kind Brand Rank 1-10 What is your opinion of the with 10 being cookie? the highest.</p>