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Research 1, MONSERRAT BERENICE RAMIREZ DE JESUS- INGLES 3-12-02 - Coggle…

- - - - There are two main methods of consumer research:
        
        Desk (desktop) research or secondary research:
        
        An analysis of the information you can fi nd easily without leaving your desk.
        
        Fi eld research or primary research:
        
        Involves talking to people and fi nding out what they think about a market, a product, a business sector, etc.
        
        Quantitative
        
        Involves collecting, or gathering, large samples of
        data (for example, on how many people use different products), followed by statistical
        
        Qualitative
        
        Small group discussions or in-depth interviews with consumers are used to understand a
        problem better.