Building brand awareness is essential for building brand equity

Brands simplify consumers purchase decision. Over a period of time, consumers discover the brands which satisfy their need. If the consumers recognize a particular brand and have knowledge about it, they make quick purchase decision and save lot of time. Also, they save search costs for product.

Organizations have the right to disassociate themselves from the sponsorship of the research project. Such a form of confidentiality is called sponsor non-disclosure.

When the study concentrates on quantitative measurement, the total error is the variation between the true mean value in the population of the variable of interest and the observed mean value generated in the market research project.

significantly more likely to acquire information during a purchase by asking store personnel, reading labels or reading shelf tags

male consumption was believed to be limited to red wine whilst women were thought to primarily drink white and sparkling wines

Research in the USA also reported that women had a higher preference for white wines than did their male counterparts

This type of research is characterised by flexibility in its approaches due to the fact that rigorous research approaches are not adopted. Exploratory research usually is not based on highly structured questionnaires and large samples.

In market research focus groups members are selected from the target market(s). Focus groups members can be focused on a topic of interest for the company or brand. For instance, consumer reactions regarding a new product or service, point of views regarding a digital marketing campaign or improvements regarding existing product or services

Data gathered using this type of survey is from people who depict similarity in all variables except the variables which are considered for research. Throughout the survey,

Longitudinal surveys are extensively used in the field of medicine and applied sciences. Apart from these two fields, they are also used to observe a change in the market trend, analyze customer satisfaction, or gain feedback on products/services.

Cross-sectional surveys are popular with retail, SMEs, healthcare industries. Information is garnered without modifying any parameters in the variable ecosystem.