information collected by the business on its customers.e.g. sales record and production recordfor example costo, shoppers and optimum
Data mining
Determines the relationships between personalinformation and purchasing behaviour of specific customers
Surveys
A set of carefully planned questions that are used to gather data.Closed-ended Questions: ask respondents to select one answerfrom two or more choices.open ended questions- give a short answer
Focus group
A small group of people (target market)brought together to discuss a particular product.(interview + observation)Purpose is to generate ideas about one conceptQuestions are easy to understand, and do not bias towardsone answer.
Products are first tested on test markets before beinglaunched to the rest of the country.Examples: food and household products (fast food, toothpaste)movie previews, music etc.Items may be placed in stores with or without advertising