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Market Research
Good decisions require good information
What kind of information do you need?
What kind of research will work for you?
How do you decide what kind of research to do?
What can research tell you about your members?
Special topic: E-Research
Good decisions require good information
In
decision-making, as in computers these days, it's pretty much "garbage
in, garbage out." It you don't have up-to-the-minute, relevant information,
it's hard to make the right decisions.
Whether
you're developing a brand, creating a new publication, inventing a new
product or trying to improve your member or customer services, you need
to find out what people are thinking.
So
how do you find out what people are thinking?
You
ask them.
Market
research can help you find out how your customers or members feel about
your organization … how they feel about your services and products
…. what they would like more of — or less of. You
can get their opinions about ideas you might have … or find out about
a new competitor you didn't know you had.
Market
research can be phone surveys, mail surveys, web surveys, focus groups,
interviews or any of a myriad other techniques. It all depends on what
you need to know.
But,
however you do market research, it only helps you if the data you get
from your research is turned into information, good intelligence to make
the good decisions.
Next:
What
kind of information do you need?
