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Marketing Research

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Businesses want information to make decision about their management as well as specify their strategy to survive in market. Managers need to access, develop, analyse and distribute information to help them making decision. Marketing research is the way to gather information in area that link to consumer to figure out what they want to contribute company opportunity in market as well as organization developing because of uncertainly market need. There is several method of marketing research that company can use for improve their products or services. Depending on analysis procedure, qualitative research and quantitative research are used to highlight. Moreover, each method leads to different result. (Malhotra et al 2001) However, marketing research should be qualitative which give researchers a depth data that sufficient for interpretation. This information can be used to determine business plan, company’s strategy and also providing goods or product that market need on time.

Market need is uncertainly, to meet customer expectation, company have to learn what their want and provide it on time. Marketing research therefore can be called that is one of the factor that force company’s ability to supply expected goods or service to market by mean of learning about consumers and respond their need. (Trim et al 2006, pp205-206) Good research should be objective and provide precise information for companies because that influences to manager whose make decision and develops business plan or strategy from that data. Moreover, Trim et al(2006, p209) argue that ‘marketing strategists need to be able to use the findings of qualitative marketing research in order to influence board level thinking and actions.’ that necessary for manager to ta...

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...y want company to improve quality of similar product that company already got. This comment might come on extra comment in questionnaire that researchers give to respondents. Company, hence can adapt that comment to new product that going to release and also improve previous to meet what customer want.

In conclusion, good marketing research should be qualitative because depth information results in efficient decision making of manager which influence to business plan and also market strategy. It is possible to approach to marketplace and get opportunity in that from adequate information which is interpreted and developed carefully. Moreover, the information that do not actually solve problem can generate to be new information that used as data for management making decision. Thus, qualitative research is necessary for management to take good opportunity in market.
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