Research on consumer analysis to answer the following:

1. Segmentation
   1. Describe how demographic analysis helps buyers select the appropriate products for customers.
   2. Explain why consumer research on multiple-member shared households is gaining importance for businesses.
2. Research techniques
   1. Discuss how the use of focus groups helps businesses make decisions in the merchandise planning process.
   2. Using surveys is a common practice when businesses conduct market and consumer research. What are the pros and cons of using surveys to conduct research?