An external blog written by Jeff Beer that analyzes the difference between a consumer and a shopper and how this affects marketing. For example, consumers of Duracell tell the marketers how good their product is and all the benefits of Duracell. However, Energizers and other brands power the electronic devices at their homes. Research was then done to collect more data that can provide marketers the insight to distinguish between what a consume feels about the brand and what he/she as a shopper buys.
I found that this blog post ties into the lecture and reading about marketing research. Take grocery shopping as an example, a research method is needed to collect data regarding shopping habits and this can help marketers betting their marketing strategies. In the article, tactics from observing shoppers to investigating their cupboards were performed to obtain data. The observing method is an example of ethnographic research and the peeking in people’s cupboards is exploratory research. Both methods are means to collect primary data. The blog provides statistics based on the two research methods but I would add potential data collection errors such as intrinsic sampling errors.
This blog post helped me reinforced marketing research concepts in the lectures.
Works Cited
Beer, Jeff. “What’s the Difference between a Consumer and a Shopper?” Canada Business. 02 Nov. 2011. Web. <http://www.canadianbusiness.com/blog/sales_and_marketing/54911–what-s-the-difference-between-a-consumer-and-a-shopper>.
“Marketing Research.” QuickMBA: Accounting, Business Law, Economics, Entrepreneurship, Finance, Management, Marketing, Operations, Statistics, Strategy. Web. 23 Nov. 2011. <http://www.quickmba.com/marketing/research/>.
Powerpoint: Class 10, Marketing Research, Paul Cubbon and Elaine Williamson