Fundamentals of Market 
      Research
     The action or activity of gathering information 
      about consumers' needs and preferences.
     Market research involves two types of data:
         Primary research: this is research you 
        compile yourself or hire someone to gather for 
        you.
         Secondary research: this type of research is 
        already compiled and organized for you. 
        Examples of secondary information include 
        reports and studies by government agencies, 
        trade associations or other businesses within 
        your industry. Most of the research you gather 
        will most likely be secondary.
       Sales Research
      A type of marketing research in which 
       evaluations are made of previous records to 
       recognize sales trends.
      Companies look at rising sales identify 
       developing trends and declining sales show 
       what fashions have passed their peak.
      Weak sales indicate fashions that are not 
       meeting consumer demand.
                Consumer Research
      Consumer Research: a type of marketing research 
        that investigates the driving forces behind consumer 
        behavior, consumer psychology, and purchasing 
        patterns. 
      Types of Consumer Research
        Surveys by telephone or mail to determine income 
          levels, lifestyles, fashion preferences, and shopping 
          habits
        Consumer focus groups to discuss aspects of shopping 
          satisfaction and the pros and cons of currently offered 
          merchandise
        In-store informal interviewing to assess what customers 
          like and dislike and what they want but cannot find
      Comparison Shopping
      Comparison shopping is most commonly 
       used as personal research.
      A type of marketing research that 
       evaluates current popular styles, by 
       looking at fashion magazines, 
       celebrities, and “street” fashions.  
     Fashion Forecasting
       A fashion forecasting predicts colors, 
       fabrics and styles that will be presented 
       on the runway and in the stores for the 
       upcoming seasons.