Professional Documents
Culture Documents
TWO
The Consumer
Research Process
Learning Objectives
• Secondary research
• Primary research
– Qualitative
– Quantitative
• Step-by-step outline
for depth interviews
and focus groups
• Interviewers will
often “improvise”
and go beyond the
discussion guide
• Customer
Satisfaction
Surveys
– Analysis of
Expectations
versus Experience
• Mystery Shoppers
• Customer
Complaint Analysis