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Consumer Research Methods

Market research is often needed to ensure that we produce what customers really want and not what we think they want.
Primary vs. secondary research methods.  There are two main approaches to marketing.  Secondary  research involves using information that others have already put together.  For example, if you are thinking about starting a business making clothes for tall people, you don't need to question people about how tall they are to find out how many tall people exist'"that information has already been published by the U.S. Government.  Primary research, in contrast, is research that you design and conduct yourself.  For example, you may need to find out whether consumers would prefer that your soft drinks be sweater or tarter.
Research will often help us reduce risks associated with a new product, but it cannot take the risk away entirely.  It is also important to ascertain whether the research has been complete.  For example, Coca Cola......

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Approximate Pages: 70 (250 words per double-spaced page)

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