THE PSYCHOLOGICAL FACTORS AMONG THE MODERN MARKETING RESEARCH & THE PSYCHOLOGICAL HANDBOOK FOR THE MARKET PROBE (CHINA)

Abstract

Marketing research is a common method to gather necessary information. Analyzing the data can greatly help the company to make as future decision or plan. However, while implementing the research, there are many psychological factors that need to be taken into consideration. Ignoring this fact will make the research result inaccurate and unreliable, which will directly influence the company’s future strategy deciding.

The objective of this thesis was to show what psychological factors need to be considered among different methods of marketing research and how to apply them into modern marketing research. There are two sections in this thesis, the theoretical section and the handbook section. The first section focuses on the psychological theory which could be engaged when doing the marketing research. The handbook section contains practical operating method base on the theories explained, which will be regarded as a supplement for a training supervisor from a research company named Market Probe.