The reason for market research is to get information that the people who make the decisions within a company can rely on and know that they are working with correct, current and detailed information regarding their product. Without having all the pertinent information regarding, target groups, competition, production material availability etc they are only guessing about how, where, and when they should introduce their product. and if it will be successful and generate a profit. The only cons may be the time it takes to conduct a thorough market research. and any costs involved. But those are factored into any planning schedules.
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