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Marketing Research (Reading 3) :!?:, Q's at the beginning of the…
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Q's at the beginning of the process: :question:
- What are the strategic corporate goals?
- What information is needed to achieve them?
- What research is needed to deliver information?
- Who will use it and how?
- Did the information make a difference?
Kinds of research information (help inform decisions):
- Behavioural (what do they do & why?)
- Attitudinal (perceptions & opinions)
- Product development (trends & changing habits)
- Policy development, implementation & evaluation (effective evaluation)
- Public consultation (public opinion)
- Communications (two-way dialogue)
- Public relations (successful media positioning and branding)
- Market measurement (sizes, composition & profile of different markets)
Breakdown:
- Customer requirements
- Competitive forces
- Market treads
- Take advantage of strategic windows