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Market Research Methods for Consumers

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Marketing research is mainly a quantitative course of action in which consumers' thoughts, actions, and purchase intentions are collected to form the basis of marketing decisions. As a consequence, marketing research involves translating actions, or behavioral intentions, into numbers.

Many marketing researchers have their favorite research approaches or techniques, although different researchers often have different preferences. Some researchers maintain that the only way to really learn about consumers or brands is through in-depth, qualitative research. Others contend that the only legitimate and defensible form of marketing research involves quantitative measures. Others look to the more "exciting side" of marketing research, such as focus groups, using a more qualitative approach.

Give a brief synopsis in your post regarding my final project topic. My final Project is a Fitness and Dieting Software for personally customizable fitness and dieting advice as per the individual's needs and goals. My Software Company is called "The BeFit". Explain the following:

•How will you research your product or service?
•What types of information will you ask for?
•Will you use data collected over a predetermined period of time or interviews conducted with your target customer base or potential customers?

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Solution Summary

The market research plan focuses on market research specifically for a software product company. It includes discussion about the benefits of mixed methods research.

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TheBeFit dieting software is a solution that can be personalized to the individual. This means

different users will have very different needs, in terms of how the software may be used, when it may

be used, frequency of use, and different features desired. Before introducing the software to the

market, the marketing team must understand how consumers expect to use the product and which

features they will find most desirable. Market research will also help the organization determine which

market segments to promote the products in, at what level, and through which channels. The proposed

marketing research plan will involve gathering data that is both qualitative and quantitative, for a mixed

methods approach.

Quantitative Measures


Before bringing the software to market, the organization must understand who can benefit from

the product and how each segment will benefit. This may requiring dividing respondents into segments

by gender, age group, and socioeconomic background, among other demographics. This is where

quantitative survey research comes into play. A quantitative survey can measure level of need, level of

intended use, and what a potential consumer is willing to pay for the product. At the same time, the

quantitative survey can group segments by demographics, so that the marketing team can ...

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  • MEd, Jones International University
  • BSc, DeVry University
  • MPH, Walden University
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