Market research acts as the link between the consumer and the marketer. Operationally it involves :
- Formal collection of information
- Analysis of the results
- Communicating the findings
- Inferring on implications in terms of marketing actions
In order to carry out effective research program, we insist to:
- Prepare a list of objectives to be examined
- Avoid
- Vague terms of reference
- Trivial research projects
- Research where underlying purpose is unknown or with held
- Ensure concurrence about the terms of references among all concerned. [specially research objectives, plan of data collection , time and budget]
|
