|
TICK |
Use this list to identify
that you have completed the market research section of your Marketing Plan |
|
q |
Work out what you
need to know and whether you want an
in-depth understanding or just simple numerical results. |
|
q |
Decide if you have the
expertise to carry out the research or need to use an external
agency, or freelance researcher.
|
|
q |
Make sure your
research is being
done with a clear brief, including
objectives, deadlines and any important background information.
|
|
q |
Decide how
soon you want
the information and how accurate it must
be. Don't rely on old research. |
|
q |
Focus on
research which will help you make better
decisions. |
|
q |
Make use of
easily accessed information from
your own records, publications the Internet and employee feedback. |
|
q |
Clarify what you need to know and plan your
objectives. |
|
q |
Ask
your customers who they see as your competition and
why they use you. |
|
q |
If necessary, invest in
surveys, observation and experiments
to get a better understanding. |
|
q |
Choose the research methods which are most
cost effective. |
|
q |
Analyse the research results carefully and objectively.
|
|
q |
Be prepared to carry out
further research if the information
you have is insufficient or out of date. |
|
q |
Use
your research to make decisions and plan strategy.
Don't base important decisions on in adequate research, and definitely
don't ignore research because it doesn't line up with what you thought,
question it and if necessary carry out further research to check it out. |
|
q |
Make sure you regularly
update your understanding of customers
and market conditions. |
