The Consumer Research Process
The Consumer Research Process The consumer research process, as explained by Schiffman and Kanuk in their book Consumer Behavior , consists of 6 steps: Develop Objectives The first step of this process is to define the objectives of the study. A specific, thought -out set of objects assists in determining the type and level of information required. Objective Examples: y To segment the marker for Nandos new meal deal. y To assess consumers attitudes towards Nandos services and quality. Collect ion of Secondary Data Secondary data is data that is readily availabl e and may be from an internal or external source. It is information that has been collected for an ulterior purpose that may be used to serve the current purpose. Advantages of Secondary Data: y Cheaper then conducting primary research. y Can be obtained faster then primary data. y May al ert the acquirer to new or unthought-of solutions or problems. ...