[b]Business Studies Marketing Report[/b]


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Proposal on Marketing research


URBAN HYPE ideal proposal on market research.


Chapter


1


PROPOSAL ON MARKET RESEARCH


Proposal


Marketing, the all-embracing function that links the company with customer tastes to get the right product to the right place at the right time. Marketing decisions are made through the marketing model , based on findings of market research, and carried out through the marketing mix. At all stages in the marketing process, the firm needs to work closely with the production department and research and development, to ensure that what is promised is delivered.


Market research is the main process of gathering primary and secondary data on the buying habits, lifestyle, usage and attitudes of actual and potential customers. The intension is to gather evidence that can enable marketing and production decisions to be made in a more scientific way than would otherwise be possible. Most large consumer goods firms agree on one phrase used by Sherlock Holmes "It's a capital mistake to theorise before one has data".


Market research can be subdivided as follows:


Desk research


Quantitative Qualitative


Retail audits Expert opinion


Field research


Quantitative Qualitative


Usage and attitude studies Group discussions


Market orientation, the extent to which firm's strategic thinking stems from looking outwards to consumer tastes and competitive pressures. The main alternative is production orientation, where the firm looks inward to its own production needs and limitations. For many years, British firms were criticised for their lack of market orientation, but that changed in the 1980s. However, there is a danger that market orientation results in lost power and status for engineers and production managers, which might affect long-term technological competitiveness.


Primary research is the gathering of first-hand data that is tailor-made to a firm's own product, customers or markets. This can be carried out...