Researchers have a substantial task in selecting the precise types of data to acquire. The following are the types of data, which are collected by a marketing researcher.
1. Knowledge: That is, what consumers know, maybe desired data, since that information comedy it true or false, maybe a determination of what they do. Knowledge about the company or awareness of products or brand is an example that is an indicator of the effectiveness of past promotion.
In trying to collect data or knowledge, the marketer would ask : how many consumers have had about our brand question mark what do you know about it? Do they understand its features? Do they know where to buy it? How to use it?.
Interest and intentions : intentions are the acts that consumers have in mind to do, expectations of their behaviour. The extent to which consumers intend to perform a particular marketing behaviour and changes in these intentions may be key information.
The marketer would like to know how interested the consumer is in the product categories. Is he a potential customer question mark does he intend to buy? If so, when?. Again the level of interest which a consumer has in the product combined with a positive attitude dramatically increases the likelihood of the purchase.
3. Motives : motives are the intense forces that causes consumers to behave as they do. Marketers would clearly like to have accurate data on the motives that impact buyers actions relative to the marketers product categories.
Why do consumers use the product? What needs does it serve? Can it be repositioned to satisfy other needs question mark does it deserves different needs for different groups? Consumers be persuaded to buy in different sizes, more often or for different occasions?
The factors which motivate a consumer to buy are very important to the marketing researcher in that they will influence considerably decisions regarding product design and advertising content.
4. Attitude and opinions : what do consumers think of our company or brand, compared with the competition? Attitudes are important to the marketing research in that they have proven to be excellent predictions of behaviour. The more positive the consumers attitude towards a brand, the more likely is he to purchase.
Behaviour : how many consumers have tried the products? How many have purchased? Where do they buy the product? In what quantities? How often? In what size is? Who makes the purchase? Who actually uses the product? How do they use it? On what occasions? Behavioral questions or data relate to both acquisition of the product and actual use of it. Other behavioral questions of interest to the marketing researcher including shopping behaviour and use of the media.
6. Demographic characteristics : what are the characteristics of the consumer in terms of sex, age, occupation, education, marital status, number of children, income level, and place of residence? Such demographic information or data is important for categorising respondents and for developing marketing segment related to purchase behaviour.
7. Sociological facts : these data, describe how people are organised in and related to society, for example, groups or churches to which they belong.
8. Psychographic facts : these are data that describe the lifestyle of an individual o of a group comma in some respect pertinent to the study.
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