This assessment addresses the following Learning outcomes:
- Discuss & examine theories underpinning contemporary consumer behaviour towards the generation of consumer intelligence & insight LO1
- Design and construct research methods to harvest, analyse and evaluate insights from consumers data LO2
What are you required to do for the Consumer Insight Research report?
You are a consumer insight researcher, you have been asked to write on the following issue – The discount shopper . They wish to understand the factors influencing consumers in the possible & purchase and consumption of products.
They have specifically requested that you address the following in your report –
- Define Marketing problem
- Define and evaluate research objectives, based on a thorough understanding of the context of consumer issue/s
- Define and evaluate research objectives for given research problem/s
- Select appropriate techniques for the collection, analysis and interpretation of the data with an appropriate rationale of your choice of technique necessary to inform effective decision-making
- Select appropriate population of interest and rationale of sample for primary research
- Design & execute an appropriate consumer insight research approach based on a clear understanding of a range of research approaches and techniques to collect primary data.
- Analyse and evaluate choices made at each stage in the research process identify any limitations and devise appropriate strategies for overcoming those limitations
- Analyse, evaluate interpret and report findings of primary data
- Provide and justify recommendations to support the managerial decision making, based on a through understanding of the information gathered during the research process