Firms are able to gain a better understanding of customers' service expectations by using quantitative and qualitative market research, which can be extensive and expensive. Market research is the practice of evaluating the viability of a new service or product by interviewing prospective customers firsthand.
Market research enables a business to identify the target market and obtain consumer comments and other input regarding their interest in the good or service. By speaking with potential customers directly, businesses employ market research to assess the viability of new good or service. Focus groups, polls, and product testing are all part of research.
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