Maket Research

Why is Marketing Research important ?

For companies to provide superior value and satisfaction for customers.

To provide information for senior management decisions about the direction of the business.

Effective product and marketing programmes begin with a thorough understanding of the consumer needs and wants in their market. They also need information about competitors, resellers and other forces in the market place.

The information needed by marketing managers can be obtained from internal data, marketing intelligence and marketing research.

Many companies hold information on internal databases, which can be easily accessed by the marketing manager to identify marketing opportunities and problems, plan programmes and evaluate performance. Such data can be obtained from: -

Internal databases have the advantages of availability and no cost involved but they may also have disadvanta

· Who is to be surveyed (what sampling unit).

The second step is to determine the information needed, develop a plan for gathering the information effectively, and presenting the plan to marketing management.

· Cost is three or four times that of telephone interviewing.

Group Interviewing (Consumer groups)

Some topics in this essay:
Research Plan, Marketing Research, Research Observational, Research Instruments, Plan Marketing, Secondary Information, Reporting Findings, Defining Marketing, Specific Information, Telephone Interviewing, marketing research, research objectives, primary data, information ·, survey research, marketing intelligence, contact methods, research approaches, research plan, questions questions, marketing research process, marketing intelligence marketing, primary data collection, divided mutually exclusive, contact methods sampling,