During market research the respondent must be given right questions in a right sequence so that the they can relate to the questions and respond properly. They must be given proper stimulus to get the desired response. When the stimulus itself goes wrong, they can misunderstand the question which will result in wrong answer. This happens many times and the research firm should take care of it.
The stimuli caused by the marketing and other influential activities enter the customers “black box” and produce responses to the stimuli. Marketing management has to work out what goes on the in the mind of the customer .
The first stage in understanding the behavior of the buyer is to find the factors that determine that particular buyer behavior or characteristic in the mind. The buyer has psychological, personal, social, cultural characteristics. Different people interpret the stimuli in a different way and the buyers characteristic decide it . The decision-making process will determine which buying behavior is followed for that product.