Qualitative Observation Research Qualitative Observation Research Consumer Research Consumer Research Q Expression of the preferences, opinions and motivations of the customer Q Q Voice of the customer Voice of the customer Q Q Hands Hands - - on consumer on consumer research research Q Q Motivational research Motivational research Qualitative Observation Research Qualitative Observation Research Consumer Research Consumer Research Q Q Conducted by Conducted by direct observation direct observation by managers of the by managers of the way current way current customers use customers use specific products specific products and brands and brands Q Q Motivational research Motivational research Q Q Voice of the customer Voice of the customer Q Q Hands Hands - - on consumer on consumer research research Qualitative Observation Research Qualitative Observation Research Consumer Research Consumer Research Q Q Research method Research method directed at directed at discovering the discovering the conscious or conscious or subconscious subconscious reason that reason that motivates a motivates a person person ’ ’ s behavior s behavior Q Q Voice of the customer Voice of the customer Q Q Motivational research Motivational research Q Q Hands Hands - - on consumer on consumer research research Customer Visits in Business-to-Business Marketing Customer Visits in Customer Visits in Business Business - - to to - - Business Marketing Business Marketing Consumer Research Consumer Research Focus Group Research Focus Group Research Focus Group Research Consumer Research Consumer Research Q Q A focus group is a carefully recruited A focus group is a carefully recruited group of group of Q Q Six to twelve people who participate in Six to twelve people who participate in a free wheeling, a free wheeling, Q Q One to two hour discussion that One to two hour discussion that focuses on a particular focuses on a particular Q Q Subject, such as product usage, Subject, such as product usage, shopping habits, etc. shopping habits, etc. Electronic Observational Research Electronic Observational Research Electronic Observational Research Consumer Research Consumer Research Q Q Bar Bar - - coding and coding and scanning scanning Decision Support Systems Decision Support Systems Decision Support Systems Consumer Research Consumer Research Q Q A decision support system A decision support system (DSS) is a set of computer (DSS) is a set of computer Q Q Software programs that help Software programs that help managers managers Q Q Make marketing mix decisions. Make marketing mix decisions. Decision Support Systems Decision Support Systems Decision Support Systems Consumer Research Consumer Research Customer sends in Customer sends in warranty card, enters warranty card, enters sweepstakes, etc. sweepstakes, etc. Permission is given to Permission is given to to to record and use record and use information for direct information for direct marketing marketing Database elements Database elements are specified (name, are specified (name, address, hobbies, address, hobbies, etc.) The source of etc.) The source of record and data are record and data are added added Record is added to Record is added to database using database using database database management management software (e.g., software (e.g., Microsoft Access) Microsoft Access) Target segment is Target segment is specified and deep specified and deep - - segmentation statistical segmentation statistical analysis identifies analysis identifies hobbies, interest, usage hobbies, interest, usage situation, and situation, and promotion preferences promotion preferences Most appealing direct Most appealing direct - - marketing campaign marketing campaign is designed to is designed to promote most promote most appealing products appealing products and features to target and features to target segment segment Database is Database is updated, recording updated, recording response of response of customer to customer to campaign campaign 1 1 2 2 3 3 4 4 5 5 6 6 Components of a System Components of a System Decision Support System Decision Support System Dissemination Dissemination to decision to decision makers makers Marketing Marketing Information Information System System Integration Integration with plan with plan Marketing Marketing Database Database . Business Business - - to to - - Business Marketing Business Marketing Consumer Research Consumer Research Focus Group Research Focus Group Research Focus Group Research Consumer Research Consumer Research Q Q A. customer Q Q Hands Hands - - on consumer on consumer research research Q Q Motivational research Motivational research Qualitative Observation Research Qualitative Observation Research Consumer Research Consumer Research Q Q Conducted. the customer Q Q Motivational research Motivational research Q Q Hands Hands - - on consumer on consumer research research Customer Visits in Business-to-Business Marketing Customer Visits in