The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.
Chapter 1: Trusted Adviser: How it Helps Lay the Foundations for Insights
Trusted Adviser: How it Helps Lay the Foundations for Insights
As alluded to in the Introduction of the book, the trusted adviser status enables the market researcher to delineate the right problem definition, which, in turn, ensures that insights will be generated. In this chapter, we develop two processes for arriving at the right problem definition under the trusted adviser model of engagement. The first process applies to a class of problems that we term as decision-making problems. These normally stem from or surface with a symptom. The second process pertains to the market-learning class of problems that begin with a fuzzy, broad-based need for information. Since for both these processes, it is essential that the ...