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 2: Structuring Market: Research Departments and Processes for Optimal Impact
Structuring Market: Research Departments and Processes for Optimal Impact
Chapter 1 outlines a model for elevating the status of a market researcher to that of a trusted adviser. The chapter contends that the benefit to the organization of incorporating the role of trusted advisers in the market research function is that more meaningful market insights would be forthcoming. This benefit stems largely from the ability of trusted advisers to solve the “right” problem. The chapter then proposes two different processes for optimally solving two common types of marketing research problems (i.e., decision-making problems and market-learning problems). Both processes require that market researchers reach a trusted adviser status.
Individual researchers can go far in providing valuable information and intelligence ...