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This question has been answered, and points have been awarded.
Marketing Research Problems Or Opportunities
1/22/2007 at 12:23 PM ET
I am a student and have been assigned a project in which I must identify a company with a specific research problem or opportunity and analyze them extensively. I am having a hard time finding information on companies like this. Is there any specific company that has obvious problems/opportunities with marketing research and where could I find information on them?
1/22/2007 at 1:23 PM
Does it have to be a company? There are many state and federal agencies that would fit your profile that could benefit from this type of analysis.
1/22/2007 at 3:17 PM
All companies have problems. Pick one that you have a genuine interest in and do the research. If you pick an accounting firm and you hate accounting, you'll flag for sure. If you love coffee and you pick Caribou you'll enjoy the process and do better.
1/22/2007 at 3:34 PM
Why not pick a company that is known to be in some kind of trouble and call their MR head and ask what sort of research problems they have, and how they solve them? Should give you a good start.
Either of the major auto makers
Any major airline
any legacy telecommunications provider
(I have to presume you are in the USA although your pristine, uncompleted profile gives no info about you at all, hint hint).
Hope that helps
1/22/2007 at 5:31 PM
I'd be willing to go under the microscope. My small (one person) company has extensive "market research" related problems and opportunities. For example, here's a recent post:
I have a semi-unique business which involves some "seat of the pants" market research for a variety of companies. Since the business is somehat unique, this may make for an interesting paper. As I write this response, I'm at the library, taking a bit of a break from doing research for clients...
If you would like to discuss further, please feel free to contact me offline. In any event, good luck with your project.
1/22/2007 at 11:35 PM
Check out Cadillac's Catera launch. The product didn't do very well, and market research was part of the problem.
1/23/2007 at 11:35 AM
I agree with the last 3-4 posts - almost everybody has a weakness.
It is up to you to identify an issue -since it needs to be market research related, a suggestion like Charles' makes sense - and dig into it.
Regardless of what part of the world you are located in, a sampling of news stories or the B school literature will easily uncover multiple examples for you to pick from.
At this point, Michael's position is very important - pick a product/company that you can actually identify with.
Putting yourself in the shoes of the Marketer who was in the driver's seat when the example you choose was launched will allow you to "see" what they saw and will undoubtedly teach you a couple of things regarding processing of available market intelligence, identifying gaps, defining the type of market research required, etc.
Hope this helps,
1/24/2007 at 6:28 PM
Pick British Airways - they have a lot of problems now
2/3/2007 at 7:38 AM
I am closing this question since there has been no activity in 10 days.
Thanks for participating!
Carrie (Production Editor)
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