Consumer Behavior Research Methods

Definitions

Definition of Marketing Research (ICADA)

Marketing research is the systematic and objective

  • identification
  • collection
  • analysis
  • dissemination
  • and use

of information for the purpose of improving decision making related to the

  • identification and
  • solution of problems and opportunities in marketing
 
We want to know what consumers do, think and feel.
( --> Information to identify opportunities and refine and evaluate actions)

Diskussion