The paper "Information for Decision Making " is a great example of a Marketing Research Paper. Marketing research is concerned with the gathering of information. Marketing research is used in a wide range of circumstances to provide decision-makers with the information that they require in finding a solution to business problems. These solutions can be: Who the major customers are, how satisfied customers are with the product, how customers react to a decision to change the price or a product, service representatives hearing from customers and what will bring success to the market.
Marketing research is, therefore, needed to answer questions and acquire knowledge. Marketing research is a part of marketing decision making in that it improves management decision making as it provides precise, applicable and timely information. Every decision that will be made poses a sole need for information and appropriate strategies can be established based on the information collected through market research. Market research unaccompanied by the intelligent usage of the market research does not guarantee success; it has to be accompanied by intelligent use of the market research to ensure business achievement.
Having a competitive edge is more about how the information from market research is used and not who has and who does not have the information (Williams 2013). Every five years organizations lose their customers; despite this fact, managers shy away from addressing these factors head-on by attempting to know why their customers left. This result of the organizations’ failure to fulfill greater customer needs due to the managers’ perception of what they think their customers need. Marketing research is, therefore, important and helps organizations, managers and decision-makers in making the right decisions that align with their customer needs for their organizations. The marketing research process can be divided into the following seven steps: Defining the problem, determining information needs and sources, designing the research, designing the sample, collecting the data, processing and analyzing the data and writing the report (Malone & Team 2013, p 77). MARKETING RESEARCH PROPOSAL FOR THE FIRST GROUP: BUS SECTOR BACKGROUND First Group was started twenty years ago as a small-municipality owned Bus Company in Scotland- North East.
It is currently the largest transport operator in private hands, First, it carries over 2.5 billion passengers every year.
It is one of the largest bus operators in the UK with a fleet of 7,400 vehicles and operates about a fifth of the local bus services. In terms of their bus business, they are now one of the largest bus operators in the UK with a fleet of 7,400 vehicles which constitute around a fifth of local bus services which culminates in them carrying approximately 2.3 million passengers every day. The majority of the bus operation is in the urban areas where the bus provides the best solution to tackling traffic congestion.
First Group works with the local authorities, stakeholders and the government to make prosperous relationships that can get maximum efficiencies and bigger benefits for customers, specifically through reduced journey times. First Group has in-cooperated many changes in behavior to suit the customers’ knowledge and perspectives of environmental-carbon footprints, for example, instituting recycling, but the mass, surprisingly, still use their own transport. The following is a research proposal that seeks to investigate issues around the service offered by First Group and why people still choose to use their own transport rather than the organization's offer.
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