Problem definition is the foundational step in market research, involving clear identification of the study's purpose and relevant background information. It establishes the scope and direction of the research, ensuring that subsequent steps — such as developing an approach and designing the research — are aligned with addressing the specific research questions. This initial clarity facilitates the formulation of precise hypotheses and selection of appropriate methodologies, impacting the research's overall accuracy and effectiveness .

Primary market research involves the collection of original data directly from the source for a specific purpose, which leads to results that are typically more relevant and up-to-date for the business conducting the research. Conversely, secondary market research uses data that has been previously collected for other purposes, thus it tends to be less relevant and may be outdated or biased. This impacts the accuracy of the data, as primary research can provide more precise information tailored to the study's needs .

During the evaluation of alternatives, consumers assess products based on various criteria such as attributes and brand image. This stage critically influences the final purchase decision as it involves ranking alternatives according to perceived utility and personal importance. High-involvement purchases trigger extensive evaluation, leading consumers to more diligently match product features with personal needs and expectations, thereby directly affecting choice. Marketers should understand this process to tailor communications that highlight advantageous product features and sway consumer p