The Market
Segmentation
Divide the market into groups with homogeneous characteristics.
Process
Two phases: collecting information and organizing variables. Includes the Belson method (QM: consumption of the company / total sample).
Elasticity
Measures sensitivity to changes in bonuses, coupons, or monetary rates.
Commercial Research
The process of identifying, assessing, collecting, and systematically analyzing information to understand the environment, improve decision-making, or evaluate results.
Types
- Exploratory
- Conclusive
- Descriptive
- Causal
Research Process
- Identification of the problem
- Definition of objectives
- Research design
- Collection of reports: Qualitative (creativity, group dynamics, interviews, observation, mystery shopping, projective techniques)
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