chapter  2
12 Pages

Getting started

Being able to define precisely what marketing research can and should be doing for the organization is the first step in achieving it. One way of doing this is to reflect on the organization as a whole and decide what are its most pressing problems. The answers below were given by delegates to the Chartered Institute of Marketing’s introductory course on market research:

From an insurance company: ‘We are a relatively small company in a growing but fiercely competitive business. We need research information to decide how to increase business from our existing customers and attract business from new customers.’