In last month’s issue, we created a fictitious product – a car that can fly, where you, as the management team or the entrepreneur, is tasked to advertise, promote and market this car globally.
Continue reading When to use what marketing research tools (Part 2 of 2)
Many entrepreneurs and even management professionals simply dismiss the use of marketing research as an expense, rather than as an investment. For most people marketing research is nothing more than conducting surveys by asking people a set of predefined questions, compile the answers and then tabulate into quantitative reports for presentation to management.
Continue reading When to use what marketing research tools (Part 1 of 2)
Contrary to many people’s perception, conducting a market research study is not a simple process of putting together a few questions, interviewing some people and counting each person’s answers to the questions asked. It involves careful thinking and planning, and more important, it involves strategy and operational efficiency.
Continue reading Step-by-Step in Conducting Marketing Research