Tóm tắt
Market research has enormous potential for creating market
understanding, which pays off in huge marketing productivity gains and
quantum leaps in corporate entrepreneurship. It is failing to deliver
because the effort is concentrated at the bottom of the corporate
decision hierarchy and because users of research do not use it to its
full potential. Defines what “understanding” means in market
research and describes how it comes from purposeful questioning, the
generation of “nuggets” of information using different
sources and different techniques, the results of which require intensive
analysis and assembly into causal pictures of what is happening and why.
Sees problems arising because researchers are purchasers not analysts of
market research, and lays ultimate responsibility for this with managing
and marketing directors because they are not asking the fundamental
questions about their businesses.
