Discuss the use of marketing research to be used to gather information on present or potential customers. Which forms of marketing research would be best in gathering consumer information relating to the product/service?
Qualitative methods are particularly effective at uncovering motivations behind customers’ decisions and uncovering deeply held beliefs about certain aspects of the product/service being studied. Focus groups provide an opportunity for marketers to get direct feedback from customers on topics like pricing, branding, feature enhancements etc., while interviews allow researchers to probe further into customer opinions in depth and also identify potential new ideas relating to product development or improvements.
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