Data sources

■ (See Guide 1: Using research for market analysis.)

■ Secondary desk research (Section 4.2).

■ Syndicated research services (Section 4.3).

■ Omnibus survey (Section 4.4). Problem

■ Identifying target market segments and appropriate appeals. Data requirement

■ Reaction of different consumer groups to product appeals.

■ General consumer response and characteristics.

■ Identification of market segments.

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