Overview

Critically evaluate the relative merits of quantitative and qualitative approaches to data collection for a large retailer.Survey is one good marketing research method to predict consumer individual shopping desire. Because it can gather any consumer individual shopping habit and consumption attitude or trend or reason to predict the kind of product overall consumption market trend and change more accurate.The marketing research process needs to follow these steps: defining the problem and research objectives, developing the research plan, collecting the data, analyzing the data, then presenting the findings. In general, the specific marketing research major activities include: Research into customer needs and expectation and a variety of qualitative techniques are used to study the often complex sets of expectations that customers have with respect to a purchase. For example, when buying a personal computer, what are customers' expectation with respect to reliability, after -sales support, design etc?

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9781099318559

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