In this series of tables, I present a guide for managers who want to use market research to develop and support market-based decisions. At the core of the problem is the practice of using marketing research to confirm that a decision already made is the right decision rather than using market research to identify alternative choices and to support the process by which the best alternative is chosen. Unfortunately, because of the way most traditional marketing research is conducted, it has fallen short of this important objective. But how do you know what the customer wants?Īccording to the textbooks, market research ought to provide the answer. To market well, you have to satisfy and at times exceed the expectations of the customer.
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