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“Marketing research is the function which links the consumer, customer, and public to
the marketer through information – information used to identify and define marketing
opportunities and problems; generate; refine and evaluate marketing action; monitor
marketing performance; and improve our understanding of marketing as a process”.
"Marketing research is the systematic and objective search for, and analysis of,
information relevant to the identification and solution of any problem in the field
of marketing."
The role of marketing manager in any kind of company whether carried out on a small
scale or large scale need information about the market conditions. Customer knowledge,
product usage, company’s position, and the customer liking or disliking of the particular
product in the market can only be known if there is a research carried out.
Marketing research helps the managers to have an in depth analysis about the customer’s
which are the assets of the company. By taking qualitative and quantitative research
techniques the information is gathered on a large scale from the consumers.
Most of the companies in the world have their RND departments which carried out the
research on behalf of the company. It is the most important source of making the
company more valuable and recognized among the customers.
(Kerlinger, FN .& Holt, Rinehart and Winston, 1994 )
If marketing managers does not apply the research in their marketing the result will be
failure of cost determination and decision making. For proper understanding the market
and customers there should be thorough research of the market either on small or large
scale.
Quantitative Research:
Qualitative Research:
In this type of research there includes many face to face and one of the best known
techniques is market research group discussion (or focus group). In this research method
the question is asked by the moderator and answered by respondent.
Both of the researches have their significant importance as different methods are used in
both of the researches.
As the people of Pakistan are suffering with load shedding in various parts of the country.
The population is increasing, living and surviving has become very difficult. To
overcome this problem there is a concept of solar panel for the market of Pakistan.
Merits:
http://www.solarsystem.pk/solarpanels.html
http://www.paksolarpower.net
Solar panels market in Pakistan can be assessed by taking primary data through one of
the research methods. This method provides a thorough analysis of market in Pakistan by
taking some face to face interviews and focus group discussions. Some of the features of
this method to understand the market of solar panel are as follows.
Another method of research which can be useful in understanding the market of solar
panels is the quantitative method which is descriptive and casually designed. And it is
mostly structured. As it also has some good features which are:
For the solar panel market in Pakistan I would apply both of the methods as which suites
best according to my point of view.
Quantitative Qualitative
Questionnaires:
Focus Group:
Evaluation:
The major part of any research about the product is the evaluation process. Once the
questions and discussions are done the next process is the evaluating your result how
much weightage does you give to your strategy or techniques. The method which I have
chosen if implemented will result in understanding the market for solar panels in
Pakistan. Both of the methods will give a good knowledge about what customer needs. In
the end the conclusion will be its implementation and then feed back.
Book
Kerlinger, FN. (1994) Foundations of Behavioral Research, 1st edition, Holt, Rinehart and Winston, p.
174.
Green, P.E., Tull, D.S. and Albaum, G (1993), Research For Marketing Decisions, 5th edition, Prentice-
Hall
Marketing research, 2nd edition 2004. Robert p.bush the University of Memphis
Marketing research, 2nd edition 2004. Joseph f. hair, jr.Louisiana state university
Market research , 6th edition 1998. David A. Aaker, V. Kumar, George S. Day.
Online
http://www.fao.org/docrep/w3241e/w3241e02.htm
http://www.solarsystem.pk/solarpanels.html
http://www.paksolarpower.net