IDENTIFYING CUSTOMER WANTS THROUGH QUANTITATIVE RESEARCH

The paper discusses selected recommended procedures and guidelines for conducting marketing research studies designed to identify customer wants and needs. The discussion focuses on the following major subject areas:

1. a.
   Definition of quantitative research;
2. b.
   Research objectives and the marketing mix;
3. c.
   Identifying consumer decision making participants;
4. d.
   Understanding the product concept;
5. e.
   Understanding the meaning of determinant attributes;
6. f.
   Definition of quantitative analysis;
7. g.
   Strategic positioning maps;
8. h.
   Factor/discriminant maps.