MKTG 1030 Chapter Notes - Chapter 2: Quantitative Research, Voice Of The Customer
Document Summary
Lessons offered by companies that develop a deep understanding of customers. Talk to your customers whenever and wherever you can. While formal market research is useful, do not discount informal ways to listen to your customer. There is a wealth of data within your company already. Some sources include sales professionals and customer care specialists. If you cannot answer these questions, do not do the research; save your money instead: Research that has already been conducted by someone else (available free of charge or for a fee) A guided discussion within a group of respondents such as customers. A one-on-one, in depth discussion with a respondent. A technique where the researcher becomes a customer to learn more about customer needs and value drivers. Secondary research is available free of charge or for a fee, depending on the source. Government, academic institutions, think tanks, professional associations, consulting firms, and market research firms. May find the answer to the question.
