ABSTRACT
Business people using marketing research focus more on the products or services they are marketing instead of the consumers' minds. Most marketing research divides consumer groups based on such demographic markers as sex, age, or region. Marketing research considers a simple way of predicting the direction in which the consumer mind would travel when the mind's identity wasn't known to marketers and consumers. The psychologist Howard Moskowitz is best known as a business consultant and a researcher that utilized psychology to understand the consumer's mind. Moskowitz stresses the need to be free from the tendency to pursue the ideal if one wants to know the consumer's mind in reality. The psychology of looking for the best, the ideal something, is a familiar behavior pattern for Koreans. The fact is that measuring people's minds has to proceed under completely different circumstances to the approach taken by general economics or psychology.
