HOW DOES MARKETING RESEARCH BEGIN?
By the way, only one thing can help to correctly determine the type and instrument of research — competently formulated goals and objectives. Alas, such a situation is rare. In most cases, the work is based on the following scheme: the initiator of the study (the head of a department, direction or division of a large firm) turns to a full-time marketer who assigns the task to the contractor. However, the goals and objectives of the study, as well as the hypothesis of these two specialists may differ seriously: the marketer tells the specialists of the CMI his vision of the problem, and the initiator is waiting for completely different data. As a result, the customer is wasting money: the study was conducted qualitatively, but everything rests on an irrelevant result. In order to avoid such situations, we strongly recommend holding a preliminary meeting, which will be attended by both the initiator, the marketer, and the performer.