Market research The market economy needs functioning markets. Functioning markets need consuming customers. But what do consuming customers need? That is the question around which much in the field of market research revolves. Since we no longer only buy what we need to live or survive and since there is not only one type of bread, one tailor in the vicinity and one coachman, the question arises of what pleases or could please customers and what does not. Market research helps customers and suppliers understand one another better. It gives consumers the opportunity to express their wishes and needs. And it shows companies where lucrative markets are and how to react to them. Methods In our market and social research projects we prefer a multi-method approach. As quantitative methods, for this purpose we use pan-European representative polls in the B2C and B2B sphere in our own telephone lab as well as online surveys, personal oral and paper pencil interviews. We select a tailored combination of the methods described here according to the objective and framework conditions of the project as well as the wishes of the customer. This flexibility contributes decisively to the quality of the research results: - CATI Survey - Face-to-face - Online questionnaires - Written survey Application areas - Customer survey - Customer loyalty - Advertising effect research - Market potential analysis - Image research - Product test
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