The process of marketing research implies following the specific steps for a precise outcome. First, the marketers define the product buyers in general, for example, teenagers of 13-16 years old living in Los Angeles. Sometimes they use not real customers but the perceived people who would possibly be interested in the offer. Second, they select a sample from the identified group for thorough research, primarily the individuals who recently bought the examined product. For instance, this can be performed with the help of social media and buyers’ feedback on the websites.
Third, they prepare the questions for the survey and define their type. They are mostly open-ended questions covering customers’ background information, awareness of the brand or purchased goods, and required data availability. The surveys are usually ended by inquiring about the decision-making process and recommendations the interviewees can give. The gathered information is consequently analyzed and compared to the company’s competitors which allows developing an action plan to improve their situation on the market.
To study buying behavior, the researcher can apply a similar approach as in the case with the general marketing research adopted to their specific needs. It allows increasing the flexibility of the company which should adjust to the emerging circumstances to stay on the market. First, the marketers define their buyers as in the example above. Afterward, they use surveys combined with observations. For example, a potential buyer is asked questions and then encouraged to navigate the company’s website while trying to select a product in a researcher’s presence. In this way, the latter can observe the reaction and record the feedback regarding the features which can evoke a negative response.