A PROPOSAL FOR THE COLLECTION, PROCESSING, ANDINTERPRETATION OF DATA IN SUPPORT
This research describes in general terms a proposal to collect, process, and interpret data in support of a growth strategy for a light manufacturing organization. Within this proposal, justification is provided for the expansion of the organization's microcomputer capacity, and a description is presented of the quantitative analytical procedures which will be used.
The data required to develop and implement the growth strategy will be collected through the conduct of marketing research. Marketing research is analogous to production research, involving the search for more efficient means of marketing goods and services, as well as the development of new and better methods of marketing. Marketing research, therefore, covers, to some extent, the operations of distribution networks, sales effectiveness, the efficiency of advertising and promotional activities, the finding of new markets for products, the development of products which satisfy human wants and needs, and the development of product strategy.
The major focus of marketing research by private sector organizations is the measurement of market potentials, the conduct of market share analysis, and the determinations of market characteristics. Additionally, however, marketing research may also be related to the development of new products, and to the monitoring of the products of competitors.
A specific type of marketing research also measures the effectiveness of advertising and promotional activities.
Marketing research activities are conducted by both large and small firms. While larger firms will likely have marketing research units within their organizational structures, smaller firms may well purchase marketing research data from specialty marketing research firms. It should be noted, however, that many larger firms also purchase marketing research data from specialty marke...