Consumer Behaviour Tutorial Questions, BUSN2020, Semester II 2019

This assignment addresses key concepts in consumer behavior and marketing research. It begins by defining and differentiating between primary and secondary data, providing real-world examples of each. The assignment then lists nine primary consumer behavior research tools, highlighting the effectiveness of surveys and questionnaires. Finally, it explains purchase panel data, detailing how it is collected and used to track consumer purchasing, media consumption, and lifestyle patterns over time. The document emphasizes the benefits of purchase panel data, despite its higher cost, for understanding consumer behavior.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

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Question 1 – Explanation of primary data and secondary data with examples
Primary data in marketing can be defined as the information which is collect by the researcher
specifically for the purpose of the marketing research project. It is collected from first hand
sources. One of the advantages of primary data includes this type of data is specifically tailored
to your research requirements. However, collection of primary data is highly expensive and time
consuming (Quinlan et al. 2019). The source of your primary data is the population sample from
which you collect the data. Some of the major sources of primary data collection includes
focused group, survey, interviews, observations and others. For instance, in case a survey has
been taken by a researcher to analyse the impact of consumer behaviour on the yearly also of
cars in Australia, this can be consider as collection of primary data for the research.
When it comes to secondary data, it can be defined as the information collected by a researcher
from resources where data has been previously gathered by other researchers for relevant
researchers (Walliman 2017). Some of the major resources used by researchers for collection of
secondary data include scholarly articles, documents from government departments,
organizational record and census. In the above mentioned example, In case, the researcher opt
for review of literatures relevant to consumer behaviour in marketing, this can be consider as
collection of secondary data.
Question 2: List of 9 Primary CB research tools
The lists of 9 CB research tools are as follows:
1. Case studies

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2. Checklist
3. Interview
4. Focus Groups
5. Survey
6. Usage data
7. Observations
8. Schedule
9. Documentation and recording
Almost the 9 mentioned primary data collection tools for CB, two of the most effective
techniques includes Survey and questionnaire.
Question 3: Briefly explain purchase panel data
The purchased panel data can be defined as the information collected by group of nominated
research participants who have been approved for providing pre-designated information at
specified intervals over an specific period of time. The data may be gathered based on the
operations of buying, media consumption, or lifestyle (Nakano and Kondo 2018). A Consumer
Panel is a panel of people or households whose purchases are continuously or continuously
tracked. It is comparable in some respects to a loyalty panel that includes holders of loyalty
cards. Both are strong study platforms that generate streams of ongoing client transaction
information, perfect for diagnosing product and service buying behaviour, where repeat buying is
the standard.
The information of the purchasing panel is wider in scope as it is not limited to the clients of an
organization. However, since it is a platform that has been designed specifically and maintained

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for study purposes, the price of data acquisition for purchasing panels is much higher compared
to the live sources such as customer transaction as well as loyalty information (Zhiyi and
Jianyong 2016). Unlike consumer panels, however, loyalty panels and customer transaction data
are restricted to the operations of clients within the organization only in a blinkered perspective.
Because they represent a bigger client base, however, their information is more tactical in nature
— it enables tactics to be executed, sections targeted or even people to be targeted at particular
places such as shop, bank, etc.

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Reference List
Nakano, S. and Kondo, F.N., 2018. Customer segmentation with purchase channels and media
touchpoints using single source panel data. Journal of Retailing and consumer services, 41,
pp.142-152.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South Western
Cengage.
Walliman, N., 2017. Research methods: The basics. Routledge.
Zhiyi, C. and Jianyong, F., 2016. Property Purchase Restrictions, Divorce Rate and Regional
Housing Market in China. Zhejiang Social Sciences, (12), p.4.