Question

Topic: Student Questions

What Are The Main Objectives Of Market Research

Posted by Anonymous on 1/14/2005 at 5:01 AM ET 125 Points
I need to creat a marketing research brief to examine stakeholders attidudes towards the reputation of a company with regard to enviromental issues.

Also to produce a research proposal as a response brief provided for the above!
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  • Posted by Peter (henna gaijin) on 1/14/2005 at 3:01 PM Accepted
    It is not clear to me what your question is. Are you just looking for the objective/reason why you do marketing research?

    In your case, the main objective of marketing research is to determine the "stakeholders attitudes towards the reputation of a company with regard to enviromental issues". Stakeholders in most marketing research projects are usually customers or potential customers, but in your case it may be neighbors, media, and government.

    The main goal of the marketing research is not to provide the answers that the company wants to hear, but to get the true sentiment of the stakeholders. This data is then usable by the company to determine if they need to take some course of action.

    Your brief would cover things like format of questions, what the target population of people is that you would ask the questions, etc.
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