Market research is a vital part of any successful business today. Define by Zikmund (2003, pp 4); Market research is \"the systematic and objective process of generating information to aid in marketing decisions.\" Market research is important when considering a new or improved marketing concept. It...

Contents 1. Introduction 2. Market Research 3. Collecting and interpreting information 4. Market Segmentation 5. Information Analysis and Interpretation 6. Ethical Responsibilities of Market Research 7. Conclusion 1. Introduction For businesses to discover and predict what consumers want the...

OBSERVATION RESEARCH METHOD Observation methods for researching consumer behaviour are widely used. This type of method also includes the use of mechanical/technological means and scanning. Observation is, as it sounds, a research method used by observing/monitoring individuals/groups of consu...