requires a detailed understanding of the marketing framework including Consumer behavior; Market segmentation and Marketing research. In the process of understanding the consumer market to be served, marketers may need to consider such issues as: Consumer basics Brand awareness Consumer Consumerism Customer knowledge Consumer socialization Consumer switching Consumer purchase funnel Customer engagement Demographics Demographic profile Ethical consumerism Lifestyle Consumer decision-making The main steps in the consumer's purchase decision process are: Need or problem recognition → Information search → Evaluation of alternatives → Product/Brand Choice → Post purchase evaluation AIDA (marketing) Brand awareness Consumer confusion Choice Modelling Decoy effect Impulse purchases Prospect theory Window shopping Influences on consumer decision-making Consumers purchase decisions are influenced by a range of internal and external factors including: Internal influences Attitudes; Beliefs; Demographics; Aspirational age; Aspirational Brand; Culture; Learning; Motivation; Opinion leaders; Risk perception and Loss aversion; Needs; Social class; Values External influences Culture; Family; Reference groups; Subculture; Peer group; Pester power; Time Market research and marketing research Marketing research refers to research activities designed to understand the marketing environment, including competitors, the socio-cultural environment and the politico-legal operating environment. Market research specifically refers to research concerned with understanding the market, that is consumers and is designed to yield actionable customer insights. Quantitative research methods Quantitative methods may also be known as Scientific methods. Statistical surveys Survey methodology Experimental techniques Exploratory research Online panels Quantitative research Statistical survey Questionnaire construction Qualitative research methods Computer-assisted qualitative data analysis software Observational techniques Eye tracking Electroencephalograph Functional magnetic resonance imaging Ethnographic research Neuromarketing Focus group Specific research tools and techniques Awareness research Advertising research Ad tracking Measuring advertising effectiveness Concept testing Behavioral economics Competitive intelligence Content analysis Coolhunting Conjoint analysis Customer satisfaction research Delphi technique Forecasting Predictive buying Futures research Marketing information systems Marketing intelligence Mixed method research Motivational research - no current article, but opportunity for a new article? Nominal group technique Psychometrics Innovation game Service quality research Scale/Questionnaire Design Questionnaire construction Scales Likert scale Semantic differential Sampling Simple random sampling Systematic sampling Statistical surveys Stratified sampling Cluster sampling Multistage sampling Nonprobability sampling Market segmentation and targeting List of abbreviations for market segments Market segmentation Market segment (article) Segmenting and positioning (article) Market segmentation (section) or Market segmentation or Market segmentation (section) Mass customization Mass marketing Market segment Microsegmention Microsegment Niche market Hypersegmentation or one-to-one marketing Precision marketing Sub-niche market Specific approaches to segmenting markets (a) Segmenting consumer