Questions and Answers
What is the first and most challenging step in the consumer research process?
Developing research objectives
What is primary research defined as?
New research designed for a current research problem
What does the consumer research process begin with, according to the text?
Defining the objectives of the research
What are the two categories of primary consumer research mentioned in the text?
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What is the focus of consumer research?
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Study Notes
Consumer Research Process
- The first and most challenging step in the consumer research process is defining the problem or opportunity.
- Primary research is defined as gathering original data directly from the target audience through various methods such as surveys, interviews, and observations.
- The consumer research process begins with defining the problem or opportunity.
- Primary consumer research is categorized into two types: exploratory research (expansive, open-ended, and informal) and specific research ( structured, formal, and quantitative).
- The focus of consumer research is to understand the needs, wants, and behaviors of the target audience in order to make informed business decisions.
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