Data-Collection Project

Very often, two or more research projects will be used to collect the information needed when developing a marketing plan. Such projects are likely to be more formal and structured-marketing plan. Such projects are likely to be more formal and structured-and more large-scale- than projects used when defining a problem or identifying an opportunity. If it is necessary to have information on sales and market shares of all competing brands, it’s likely that commercial marketing research services will be used. Most commercial marketing research services collect their data using very structured research procedures. A number of commercial marketing research services and other secondary sources of information as well, are also discussed. When developing marketing plans, often it is necessary to obtain information describing certain consumer attitudes and opinions, percentages that describe trial and repurchase rates, and still other things that we discussed earlier.