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Effective Consumer Behavior Research Strategies for Attitude Change

Learn how to choose a company, brand, and media outlet for in-depth information, ask the right questions, and utilize top resources in BUS 347 research. Discover how to target specific readers and consumers effectively.

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Effective Consumer Behavior Research Strategies for Attitude Change

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  1. BUS 347: Consumer BehaviourLibrary Research Mark Bodnar mbodnar@sfu.ca

  2. Today’s Goals • Focus: Attitude Change Assignment (#1)From your assignment: ***CHOOSE A COMPANY, BRAND, & MAGAZINE/NEWSPAPER/OTHER MEDIA VEHICLE FOR WHICH YOU CAN FIND LOTS OF HIGH-QUALITY INFORMATION.*** • Asking the best questions • Using the best resources • Getting help

  3. Questions Where would you normally start looking? • What are you hoping to find? • Readers/Viewers? • Consumers? • Companies?

  4. BUS 347 research guide http://tiny.cc/bus347

  5. Choosing a publication and an ad • Publication: • Print • Media Kit or PMB data available on readers • Covered by the PMB Reports: http://tinyurl.com/pmb-pubs • Read by Canadians • Likely to have specific readers (Hobby mag? Special interest? Clearly aimed at young women/old men, etc.) • Consider browsing at your local public library

  6. Choosing a publication and an ad • Advertisement: • Product isn’t too new – brand has been around for at least a few years. • Sold in Canada • Covered by the PMB Reports (our main source of consumer demographic data at a product level) • Likely to have distinctive consumers

  7. Choosing a publication and an ad

  8. READERS: PMB

  9. READERS: PMB

  10. READERS: Media Kit

  11. READERS: Media Kit Cineplex Media Kit: http://files.cineplexmedia.com/2012_mediakit.pdf (See page 59...)

  12. CONSUMERS: Business Source One of the articles that came up in my Business Source Complete search for: Gillette and fusion and consumer

  13. CONSUMERS: PMB Note: You may need to clear you browser cookies or change browsers if you look at magazine reader demographics in the PMBs before viewing product data.

  14. CONSUMERS: PMB

  15. CONSUMERS: PMB

  16. CONSUMERS: Best Customers

  17. CONSUMERS: Passport GMID

  18. COMPANIES: Passport GMID

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