The task is to audit the choice process.

Who was the decision-making unit?

Who bought the product or service?

Identify all those who played a role in the decision process. What role did they play?

What motivated the purchase?

What problems did the product\services solve? What function would it facilitate?

Characterize the decision.

What it a first-time decision? A review of a previous decision? A careful decision? A casual decision? Was the amount of deliberation appropriate to the decision?

Characterize the decision-making process.

What triggered the process?

Was there an information search? How was the search conducted? How much information was collected? What sources were used? When in the process was information gathered?

How many alternatives were evaluated? Why those?

How was the final choice determined?

Where did the consumer buy?

Why there?

Which came first: where to buy or what to buy?