The first step for any marketing research activity is to clearly identify and define the problem you are trying to solve. If you are familiar with the basic procedures of marketing research, you can supervise and even conduct a reasonably satisfactory search for the information needed. Periodically marketers themselves need to find solutions to marketing problems without the assistance of marketing research specialists inside or outside the company. They are also in a better position to evaluate their findings and recommendations. Managers who understand the research function can do a better job of framing the problem and critically appraising the proposals made by research specialists. It is very likely that at some point a marketing professional will need to supervise an internal marketing research activity or to work with an outside marketing research firm to conduct a research project. However, it is important for any marketer to be familiar with the basic procedures and techniques of marketing research. Carrying out marketing research can involve highly specialized skills that go deeper than the information outlined in this module. Marketing research is a useful and necessary tool for helping marketers and an organization’s executive leadership make wise decisions. Identify the steps of conducting a marketing research projectĪ Standard Approach to Research Inquiries.
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