Which stage of a marketing research project is the most important?

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Michael Ugulini | (Level 3) Educator

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The stage of a marketing research project that is the most important is the stage that concerns formulating the right questions to ask of the niche market you hope to gain insights from. A business entity's goal in a market research project is to learn more about their customers' desires and needs. In this way, they can tailor their products and services to fulfill these needs. This contributes to revenue and profit growth because they are filling a void in the marketplace. 

However, an enterprise can only learn their target market's true desires and needs through asking them the right questions. For example, a shoe manufacturer may want to know what their potential customers feel about a new material they intend to use in shoe construction. It may be a different kind of genuine leather than they have used before. It may be a new synthetic material that they wish to incorporate into a new shoe offering.

They can perform market research by asking their niche market what they feel about the materials they intend to test and eventually incorporate into their manufacturing process. Any question not centering on the new materials to be used will not fulfill the company's market research purpose.

Therefore, accurate, relevant questionnaire design is of vital importance to a business enterprise. It is the foundation on which the whole marketing research project rests. Any other element of the marketing research project stands or falls on asking customers' and potential customers' the right questions. Gaining precise knowledge of their needs, as well as of their views and opinions of products and services offered enables a business to adapt to what the marketplace truly wants from the company.


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