Specifying the objectives of the Research

When a number of different objectives have to be accomplished through research quite possibly more than one research project will be used to gather information. For example, if one of the company's specified objectives is to obtain market share and retail sales information for their own brand and for competing brands, the company may but information from such commercial services as the A.C. Nielsen Company or SAMI. If some of the other objectives specified by the who are aware of their brand, the percentage who has tried their brand, and the repurchase patterns among those who use the brand, the company may undertake a large-scale, descriptive study among consumers. To a great extent, the information needed when developing a marketing plan will reflect how the manager thinks the activity of marketing actually works. Although there is no consensus among marketers as to what constitutes successful marketing, the materials suggest how most manager of consumer products believe marketing works.