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- Used to study how a group of people will react to a product or service
- Simulations allow for researchers to study the behavior and reactions to improve or change a product or service

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- Preparing for a test market, companies gather detailed information about consumers, competitors and past market activity
- They collect data on the product performance for a period of several weeks or months and compare it with previously gathered information

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experiments where researchers create the situation to be studied

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Specific cities or geographic areas in which marketing experiments are conducted

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Carefully designed and controlled situations in which all important factors are the same except the one being studied

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Collects information by recording actions without interacting or communicating with the participant.

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- Not used in researching as surveys and observations
- Often known to be used when someone is test marketing a new product
- Takes a great deal of time because factor must be carefully controlled

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- Observing and collecting information without any interaction with the participant
- Many businesses do this by using eye tracking technology to see what displays get seen the most by customers

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small number of people brought together to discus identified elements of an issue or problem

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allow respondents to develop their own answers without additional information about possible choices
Ex. What are the most important features of this product?

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offer two or more choices as answers
Ex. yes or no, agree or disagree, select a,

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a planned set of questions to which individuals or groups of people respond

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- Set up a list of questions to ask the sample group
- Most surveys use close-ended questions to ease the user.
- Open-ended questions are used to get identify the problem or are completing a situational analysis. A popular research method used to gather info is using a Focus Group. Focus groups are made up of hand picked people brought together to discuss the problem, members of a focus group are carefully picked so that they can represent a bigger population