AM 375 Lecture Notes - Lecture 6: Psychographic, Critical Thinking, Fashion Design
12 Oct 2016
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Document Summary
Knowing the consumer is a critical prerequisite to the product development process. Product developers have many tools at their disposal that enables them to collect data. A target market is a well-defined customer group to which a business wants to sell a product. Each generation (cohort group) passing through a life stage is characterized by its own unique set of values and behavior that are linked through shared experiences. Quantitative research= objective methodology where data are collected about a sample population and analyzed to generalize behavioral patterns. Many people begin a survey by writing the questionnaire items. If you begin by writing the questionnaire items, you will lose focus of what is important. Your survey will become a fishing expedition with a lot of tributaries leading nowhere. Well-designed surveys always begin by committing your research questions to writing. The goals of the study are easily transformed into research questions.
