A PRIMER ON CONSUMER MARKETING RESEARCH: PROCEDURES, METHODS, AND TOOLS

This primer is a guide to the approach, procedures, and research tools used by private industry in predicting consumer response. It is designed to provide the non-marketing researcher with a good understanding of how this particular type of human behavior research is pursued. Some of the methods discussed include: focus groups, surveys, controlled experiments, questionnaires, sampling procedures, interviewing, and data analysis. The final two chapters focus on the challenges of doing marketing research on "revolutionary" products, or those products which the consumer has had no direct experience, as is the case with most Intelligent Vehicle Highway Systems (IVHS) products and services.

  • Record URL:
  • Supplemental Notes:
    • This report is part one of a two-part project in support of the Volpe Center program, "Public Acceptance and Markets for Various IVHS Services." The second report is "Case Studies of Market Research for Three Transportation Communication Products."
  • Corporate Authors:

    Volpe National Transportation Systems Center

    Cambridge, MA  United States  02142
  • Authors:
    • Lappin, J E
    • Figoni, P
    • Sloan, S M
  • Publication Date: 1994-3

Language

  • English

Media Info

  • Features: Appendices;
  • Pagination: 46 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00728581
  • Record Type: Publication
  • Files: NTL, TRIS, USDOT
  • Created Date: Nov 11 1996 12:00AM