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4.4 MARKET RESEARCH (SOURCES OF SECONDARY DATA (Local libraries and local…
4.4 MARKET RESEARCH
Process of collecting, recording and analysing data about customers, competitors and the market
WHY?
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To assess the most favoured designs, flavours, styles, promotions and packages for a product
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ETHICAL CONSIDERATIONS
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Researchers should not take advantage of easy-to-access groups of people simply because they are easy to access
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When presenting or analysing results they should accurately represent what was observed or researchers were told
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