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behave as they do and how they will likely respond in the future. The market research
will assess current brand equity
value of current IM3 products against other products
in
the
industry.
The
major
responsibility
of the
marketing
research
function
is
to
provide
information
that
will
help
detect
problems,
opportunities
and
then
if
necessary
learning
enough
to
make
decisions
as
to
what
marketing
program
would
result in the greatest response. An opportunity can be seen by the sense that many
customers
are
increasingly
dissatisfied
with other operators’ products and services.
This is done by detecting the dissatisfaction, perhaps determine how many people are
dissatisfied and learn the level and nature of that dissatisfaction.
In the strategy development marketing research will help this project to getting
answers to three questions about differentiation:
1. What are
the attributes of
the product or
service that create
value
for the
customers?
2. Which attributes are most important?
3. How do we compare to the competition?
An understanding of competitive advantage also requires detailed knowledge of the
capabilities,
strategies,
and
intentions
of present
and
prospective
competitors.
Marketing research contributes here in two ways: identifying the competitive set and
collecting detailed information about each competitor.
And marketing research is
needed to establish the level of customer satisfaction.
The
reason
why
a
marketing
research
is
important
to
conduct
is
because
the
type and nature of the information sought requires a marketing research because the
information required for decision making doesn’t exist in the organization.
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