Market research-specifying the information needed-Chapter 3

During this session we looked at how to specify the

information that we need in order to make the best

decision for our company.  It is essential that a marketing

manager is able to gain access to all the information

before making a decision.

There are four stages involved in identifying the

information that we need to solve a problem.  These are:

•Step 1: Problem definition 

•Step 2: Approach to the problem

•Step 3: Research design 

•Step 4: Specification of information needed

So what information do we need?

• Demographics
• Psychographics
• Motivators
• Knowledge
• Attitudes
• Past behaviour
• Opinions
• Behavioural intentions