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Market Research
for Beginners
Market Research in the Business
World
by Enrique De Argaez
Modern Market Research has two fundamental
applications in the business world:
The first is to reduce the uncertainty that management might face
in the decision making process, by providing information such as
intelligence, statistics, and data on which to base future
decisions.
The second application is to monitor the sales and marketing
decisions that already have been taken, in order to analyze
whether they were right, whether they need to be revised, or
whether they need total rethinking.
Information becomes vital to the decision making process when it
is well prepared, used pragmatically, and analyzed and
interpreted with Market focused implications. Market research
improves the decision making process by reducing uncertainty, as
well as reducing the number of assumptions that a management team
might make. Modern market research can help you increase your
company sales and should be integrated into the management sales
and marketing planning strategy.
Today customers needs are always changing, our competitors
activities are always changing and the market environment in
which business operates changes all the time because of external
factors, such as economical and political circumstances that are
a result of tax changes, international treaties, and
terrorism.
Companies operate leaner and more efficient organizations to keep
competitive in their markets. To be efficient, they must have
knowledge regarding their customers and the markets in which they
operate.
Data and research have therefore become essential to help
managers monitor change and develop early warning systems on how
to keep customers satisfied. Companies and individuals must find
time to plan their market data collection and analysis, and
specific plans should be put into action to make this happen. The
following questions should be addressed:
Where are we now?
Where do we want to go?
How do we get there?
Answers to these questions will allow managers to develop a valid
marketing strategy, to test and monitor it, and to understand
their markets and customers better. They will also assist in
deciding on priorities for future marketing and communications
activities, and in getting them right in the context of the
constant change that marks todays business world and affects all
decisions.
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