Surveys of this nature are best carried out by professionals, to reduce bias and “optimistic” interpretations by the entrepreneur. Usually they collect information in following areas:
a. Customer characteristics, demographic data that can be extrapolated onto population figures
b. Opinion and attitude about
c. Product preferences
d. Buying behavior
e. Strength of competitor loyalty
f. Promotional preferences
g. Pricing sensitivity
h. Competitors
i. Product attribute preferences