The Old Rules of Marketing are Dead : 6 New Rules to Reinvent Your Brand and Reignite Your Business by Pearson Timothy

Author:Pearson, Timothy [Pearson, Timothy]
Language: eng
Format: mobi
Publisher: McGraw-Hill
Published: 2011-03-29T16:00:00+00:00

Repeat and Repeat, Again and Again: Research

Research begins with the identification of a problem and formulation of a hypothetical solution to that problem. That solution is then tested and retested through further research. The design for the research is a framework or blueprint for conducting the marketing research project, and it involves the following steps that can and should be repeated in a changing environment:

1. Secondary data analysis

2. Qualitative research

3. Methods of collecting quantitative data (survey, observation, and experimentation)

4. Definition of the information needed

5. Measurement and scaling procedures

6. Questionnaire design

7. Sampling process and sample size

8. Plan of data analysis2

The research findings then help marketing better define and position the strategy, and they underpin planning, execution, and continual refinement of implementation plans. Notwithstanding the necessity of continuous learning, marketing has long suffered from the view that it is too wedded to research as opposed to real-world results. Today, on Twitter and Facebook as well as through other online communities, target consumers and customers are more than willing to provide feedback—they are built-in, continuously available focus and in-market trial groups. Marketing must reinvent its relationship with research, going from research as a driver to research as an ongoing element of strategy.

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