What follows below is not a full length account of rigorous marketing research. There are separate books dedicated to the subject. This exposition is for a novice student or a lay marketer to get interested in marketing research. This is a continuation of the question raised in Section 6.4. How to know what customers want? If customers have their own object language, how do we get to know that? Without that, there is no way ahead. Given below is a brief account of what the simple steps in understanding customers are and how to avoid pitfalls in understanding customers. The second is an outcome of mistakes committed in the first.
There are three important sequential steps in the process of understanding what customers want. ...