TABLE OF CONTENTS This chapter consists of a set of guides for research users. The purpose of these guides is to introduce the new research user to some of the common marketing problems to which research is applied, and in each case to suggest a data requirement and data sources. To use the guide, read down the following list and if one of the problems shown is close to your needs then look up the data requirement suggested. If this also meets your needs, then the problem could be tackled using the research approaches suggested under data sources . Each data source mentioned is referenced back to its description elsewhere in the book. Some specific terms and techniques used in this section are explained in notes which follow the guides at the end of the chapter.
Research users' guides
Guide 1: Using research for market analysis (Section 16.2)
Where do our products/services stand in the market?
Should we enter a market?
Should we withdraw from a market?
What different market segments exist and how do they differ?
What different needs, motives and satisfaction could my product/service gratify?
Guide 2: Using research to develop new products and services (Section 16.3)
Generating ideas for possible new products or services
Selecting the most promising ideas for further development
Identifying target market segments and appropriate appeals
Developing product attributes, design and formulation
Testing the marketing plan
Testing different marketing strategies
Predicting market sales.
Guide 3: Using research to select brand names and pack designs (Section 16.4)
