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02) nature of marketing research
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Syed Osama Rizvi
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02) nature of marketing research
1.
The Nature ooff
MMaarrkkeettiinngg RReesseeaarrcchh
2.
PPuurrppoossee PPrroovviiddiinngg iinnffoorrmmaattiioonn
ttoo aassssiisstt mmaarrkkeettiinngg mmaannaaggeerrss ttoo mmaakkee bbeetttteerr ddeecciissiioonnss..
3.
MMaarrkkeettiinngg RReesseeaarrcchh DDeeffiinneedd
IItt iiss aa ffoorrmmaalliizzeedd mmeeaannss ooff oobbttaaiinniinngg iinnffoorrmmaattiioonn ttoo bbee uusseedd iinn mmaakkiinngg mmaarrkkeett ddeecciissiioonnss..
4.
RRoollee ►SSppeecciiffiieess tthhee
iinnffoorrmmaattiioonn rreeqquuiirreedd ttoo aaddddrreessss mmaarrkkeett iissssuueess;; ►ddeessiiggnnss tthhee mmeetthhooddss ffoorr ccoolllleeccttiinngg iinnffoorrmmaattiioonn;; ►mmaannaaggeess aanndd iimmpplleemmeennttss tthhee ddaattaa ccoolllleeccttiioonn pprroocceessss;; ►aannaallyysseess tthhee rreessuullttss;; ►aanndd ccoommmmuunniiccaatteess ffiinnddiinnggss aanndd tthheeiirr iimmpplliiccaattiioonnss..
5.
DDeecciissiioonn MMaakkiinngg PPrroocceessss
11.. eessttaabblliisshh oobbjjeeccttiivveess;; 22.. mmeeaassuurree ppeerrffoorrmmaannccee//ppootteennttiiaall;; 33.. sseelleecctt tthhee pprroobblleemm//ooppppoorrttuunniittyy ttoo ppuurrssuuee;; 44.. ddeevveelloopp aalltteerrnnaattiivveess;; 55.. cchhoooossee tthhee bbeesstt aalltteerrnnaattiivvee;; aanndd,, 66.. iimmpplleemmeenntt tthhee aalltteerrnnaattiivvee..
6.
MMaajjoorr SStteeppss 11..
IIddeennttiiffiiccaattiioonn 22.. SSeelleeccttiioonn 33.. RReessoolluuttiioonn
7.
Problem/OOppppoorrttuunniittyy IIddeennttiiffiiccaattiioonn ►MMoosstt
ccoommmmoonnllyy uusseedd iinn rreesseeaarrcchh ►PPrroobblleemmss aarree iiddeennttiiffiieedd wwhheenn oobbjjeeccttiivveess aarree sseett ►OOppppoorrttuunniittiieess ooccccuurr wwhheenn ppootteennttiiaall ttoo eexxcceeeedd oobbjjeeccttiivveess uussiinngg aa nneeww aapppprrooaacchh iiss ddiissccoovveerreedd..
8.
MMaarrkkeett sshhaarree oorr
ssaalleess oobbjjeeccttiivvee ►nnuummbbeerr ooff ccuussttoommeerrss,, ►aavveerraaggee ppuurrcchhaassee aammoouunntt bbyy ccuussttoommeerrss,, ►%%aaggee ooff ccuussttoommeerrss wwhhoo aarree hheeaavvyy uusseerrss,, ►ccoonnssuummeerr ppuurrcchhaassee ccrriitteerriiaa,, ►tthhee nnaattuurree ooff mmaarrkkeett sseeggmmeennttss,, ►tthhee nnuummbbeerr ooff ccoommppeettiittoorrss,, ►mmaarrkkeettiinngg eexxppeennddiittuurreess ppeerr ccoommppeettiittoorr,,&& ►rreellaattiivvee pprroodduucctt//sseerrvviiccee qquuaalliittyy..
9.
PPrroobblleemm//OOppppoorrttuunniittyy SSeelleeccttiioonn ►IIddeennttiiffiiccaattiioonn
ooff aa nnuummbbeerr ooff pprroobblleemmss ►PPrriioorriittiizzee iiddeennttiiffiieedd pprroobblleemmss aanndd ooppppoorrttuunniittiieess:: ttiimmee aanndd iimmppaacctt.. ►TThhee llaarrggeerr tthhee iimmppaacctt aanndd lleessss tthhee ttiimmee uunnttiill tthhee pprroobblleemm ooccccuurrss (oorr uunnttiill tthhee ooppppoorrttuunniittyy iiss lloosstt),, tthhee hhiigghheerr iiss tthhee pprriioorriittyy..
10.
PPrroobblleemm//OOppppoorrttuunniittyy RReessoolluuttiioonn ►CCoonnssiissttss
ooff ttwwoo sseeppaarraattee sstteeppss:: ►DDeevveellooppiinngg aalltteerrnnaattiivveess ttoo mmeeeett oobbjjeeccttiivveess ►EEvvaalluuaattiinngg tthheessee aalltteerrnnaattiivveess iinn tteerrmmss ooff oobbjjeeccttiivveess..
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