Using Customer Preferences to Design Products

Article Abstract:

When goods and services are in the stage of being designed, obtaining customer input can be helpful in choosing a product which will be successful. A method called conjoint analysis is a useful technique to be used by the marketing department to determine what a customer wants. Conjoint analysis consists of determining all the attributes that make up a product (such as color, flavor, smell, shape) and then presenting the different combinations of these variables to determine which complete product is preferred by the customer. Examples of the specifics of this method, plus a case study of consumer research for a soap product are described.

Research, Case studies, Products, Consumer preferences, Marketing Research

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Gender and investment: The influence of gender on investment preferences and practices

Article Abstract:

Gender issues play a role in the differences in consumer behavior and investment attitude. It was found that women are inclined to employ more cautious investment tactics than men. For instance, women invest in CD's and government bonds, while men prefer to invest high-growth stock. Investors who favor male brokers are younger and are more readily impressed by interpersonal influences, than those who favor female brokers.

Consumer Behavior, Social aspects, Investments, Women, Men

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Competitor mystery shopping: methodological considerations and implications for the MRS Code of Conduct

Article Abstract:

The type of the industry sector is found to influence the degree of acceptability of competitor mystery shopping among clients. The Professional Standards Committee of the Market Research Society (MRS) should adopt the levels discovered in this study to the MRS Code of Conduct. These levels will act as practical standards for conduct in market research.

Marketing research, Market Research Society

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