Marketing on the marketing research department

It is to be recalled that at the meeting of the Board of Directors of Company X held on 30 June, 2006, approval was give for the establishment of a Marketing Research Department. This decision was finally satiaten after several grantations were do to the Board to that effect. The impudently created handling section was aerated with the following responsibilitiesa.Determine how various client groups are reacting to present marketing mixes of gild Xb.Evaluate the effectiveness of operational marketing mixesc.Create new marketing mixes for new customer marketsd.Assess changes in the away environment and the effect they would meet on ware and service strategye.Identify new market (a to e are after McDaniel and Gates, 1999)f.Assess present relationships with external marketing agencies with the view to making them stronger.This report presents the current and efficacy chores confronting our organization from the perspective of marketing and how the newly created surgical incision intends to solve them. It besides considers new opportunities that have been thrown up since the creation of the department and how it intends to take advantage of them. The marketing department also plans to recruit additional rung. The new staff shall be disposed(p) an orientation to enable better debate with our style of working. Details of the marketing look into process have been given in Appendix 1.IDENTIFIED PROBLEMSAs with most start-up departments, the newly created marketing research department has no past records to guide its work. The tho available records are those from our relationships with external marketing agencies. They cover mostly farmed out work from our organization. As a baby trying to walk, we anticipate to encounter difficulties provided shall learn as we crawl forward. The department is seriously understaffed, so additional staff moldiness be recruited to enable it discharge its assigned responsibilities.The new staff members would be given an orientation to enable them cope with our unique style of working. The department would also have to rate in place expanded learning systems to cope with the additional responsibilities assigned to it. Such systems would enable us parcel out the entropy that we collect and analyze effortlessly. on that point is also the need to put up in-house facilities for focus-group work and telephony research.IDENTIFIED OPPORTUNITIESIt is estimated that about over One million people use the internet worldwide (Business week, 2005). Available reports indicate that this epithet shall increase in future. This is a big opportunity for our company, if we whoremaster reveal our customers and offer them tailor-made goods and services.Some of the market segments of our company are presently under coifd. There is the need to accurately identify them and map out strategies to fully serve them. New markets have also opened up in early(a) countries and regions that we must adequately researc h and go after.PROPOSED SOLUTIONSWe shall have to develop discussion guide book for our focus group work and also a manual on the research process orientation. Five additional staff shall be recruited for our in-house research work. Of the staff employed two with a earth development technology and electronic business or commerce shall be needed for our web-based businesses. Materials shall also be procured for our in-house focus group work. New culture systems shall be purchased to seamlessly weave data output from the different departments with that of marketing research.From our customer research studies, we shall be better placed to take advantage of the opportunities that have risen up on breeze. It is our goal to match the enormous opportunity online with the strength of our new staff members, with the background in electronic business or commerce. The business and marketing plans shall provide details on how new acclivitous markets shall be entered into and existing ones d eveloped. The plans shall also outline ways and means of hammer solid relationships with marketing agencies and other stakeholders.ConclusionIt is our wish that if these measures are implemented, we shall not only see a vibrant marketing research department but also the kind that contributes enormously to our companys bottom line results.Appendix 1THE MARKETING RESEARCH PROCESSMcDaniel and Gates (1999) have outlined an eight peg procedure for conducting marketing. These area.Problem or opportunity identification and formulationb.Creation of research designc.Selection of research methodologyd.Selection of sampling proceduree.Collection of dataf.Analysis of datag.Preparation and writing of reporth.Follow upa.Problem or opportunity identificationDuring this stage attempt is made to identify the caper at stake or the opportunity to be taken advantage of. Attempt is also made to grasp the ground of the problem and also the opportunity. The information needed in solving the problem an d the way and manner it should be obtained is also determined. After having grasped the scope of the problem or opportunity, the research preys are outlined. It must be stressed that it is indwelling for the problem under investigation to be thoroughly understood as the other subsequent stages rest on this stage.b.Creation of research designAt this stage, the research worker devises a plan or an approach for answering the research question. In doing so, the researcher must opt for an approach that is cost-effective and also provide the highest feasible information for decision making.C.Selection of research methodologyThere are essentially three study methods for carrying out marketing research. These are surveys, observation and experiment. At this stage accordingly the research should select one or a combination of them to collect the information needed.d.Selection of sampling procedureA sample is a subset of the population the researcher is kindle in.At this stage therefor e, the researcher decides on which members of the target population should be apply for the research The researcher must determine whether he would give for each one and every member of the target population equal opportunity to figure in the research or only a select some shall be used.e.Collection of dataThis stage entails the collection of the information that the researcher is interested in. This can be interviewing, survey questionnaire, and observation. The researcher can decide to collect the information himself or ask other persons to do so on his behalf.f.Analysis of dataThe data collected is analyzed at this stage to give meaning to it. From the analysis, it makes it doable for the researcher to interpret the results and offer recommendations and conclusiong.Preparation and writing of report.The analyzed and interpreted data must be communicated to the desired audience in a report. Since the objective of this stage is to give understanding to what the researcher has f ound, the report was be orient to needs of the audience.h.Follow-upAt this stage, the researcher seeks to find out whether the results and recommendations made in a report have been used and also what has been the outcome of itAReferences1.Businessweek (2005). The Future of Tech, Businessweek ,20th June edition.McDaniel, C. and Gates, R. (1999). coetaneous Marketing Research, South-Western College Pub