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Attitudinal Research - Meaning, Importance & Example

Published by MBA Skool Team in Marketing and Strategy Terms Last Updated: July 14, 2023Read time:

What is Attitudinal Research?

Attitudinal Research is a user-experience research method which is used to understand a respondent’s opinions, beliefs, feelings or thoughts. By using attitudinal research, a company can measure the importance of particular attributes of products or services that have a great influence on the consumer’s purchase decision. Attitudinal research is a more relevant method in knowing your consumer’s needs and wants.

Importance of Attitudinal Research

Attitudinal research is generally conducted through attitude surveys and focus groups to find out how a consumer feels about a product which helps the researcher in getting a clear picture of consumer likes and dislikes. It is a type of consumer research which focuses on information about a customer’s attitude. Attitudinal data from this type of market research takes into account a broad target audience and segment them on the basis of geography, demography, psychographics, and behavior. Attitudinal research helps in gauging product performance in the market against shopper needs, customer satisfaction and overall customer experience, thus helping the company to work on its key priorities by which they can position themselves better to the consumer they have targeted.

Attitudinal Research


Advantages of Attitudinal Research

Some advantages of attitudinal research for companies are as below:

1. Attitudinal Research helps to know the needs and wants of consumer.

2. It helps in knocking out the under-performing ideas and services.

3. Helps in spotting out things which a researcher had never thought of.

4. After receiving respondent’s opinions and thoughts, the company works on building strong design expertise.

5. Attitudinal research also helps company realize its performance with consumer’s positive response on its offerings.

Disadvantages of Attitudinal Research

Certain drawbacks of attitudinal research are as below:

1. The extent to which a consumer has experience and can connect with the products.

2. Attitudinal research creates bias as respondents may not be totally accurate and sometimes are influenced by others opinions and tend to agree with the majority.

3. Longer selection process as researchers need respondents to be detailed in their responses.

4. As the respondents worry about society’s perception about them, that prevent them to be completely honest in their response.

Difference between Attitudinal Research & Behavioral Research

Attitudinal Research method is different than Behavioral Research method as Attitudinal Research deals with what users say with what they actually do which can be infer from Behavioral Research method. Attitudinal research methods give qualitative insights regarding user’s feelings, opinions, needs, attitudes but behavioral research methods let the research know if the user fails to notice some important message or if the user is proceeding to further pages after landing on the home page.

Example of Attitudinal Research

Attitudinal research is conducted in order to identify the factors affecting online buyer’s behavior, to find out the strategy that marketers can take in order to attract more and more consumer base keeping in mind the demographic profile. The factors taken into consideration for the research were: convenience, variation, product quality, and delivery system, return policy, store reputation, quality of website, better customer service and security. The outcome that came out of this study was among different factors influencing the online consumer’s attitude, website quality, product quality and customer service had a deep impact on buying behavior. From the demographic profile we found that most of the consumers are tech-savvy people and expect the website to be user-friendly. This attitudinal research helps the online retailers to improve their services on those lines for future growth of the company.

Hence, this concludes the definition of Attitudinal Research along with its overview.

This article has been researched & authored by the Business Concepts Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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