Marketing on the marketing research department

It is to be recalled that at the meeting of the Board of Directors of Company X held on 30 June, 2006, approval was realizen for the establishment of a Marketing Research Department. This decision was at long last taken after several presentations were made to the Board to that effect. The newly created incision was charged with the following responsibilitiesa.Determine how mixed customer themes are reacting to present merchandise mixes of company Xb.Evaluate the effectiveness of operational marketing mixesc.Create new marketing mixes for new customer marketsd.Assess changes in the external environment and the effect they would have on product and returns strategye.Identify new market (a to e are after McDaniel and Gates, 1999)f.Assess present relationships with external marketing agencies with the view to devising them stronger.This report presents the current and potential problems confronting our organization from the perspective of marketing and how the newly created depar tment intends to solve them. It to a fault considers new opportunities that have been thrown up since the creation of the department and how it intends to take advantage of them. The marketing department in like manner plans to recruit special staff. The new staff shall be given an orientation to enable interrupt cope with our style of landing. Details of the marketing search process have been given in extension 1.IDENTIFIED PROBLEMSAs with most start-up departments, the newly created marketing search department has no past records to guide its work. The only procurable records are those from our relationships with external marketing agencies. They cover mostly farmed out work from our organization. As a minor trying to walk, we anticipate to encounter difficulties but shall learn as we crawl forward. The department is seriously understaffed, so additional staff must be recruited to enable it discharge its assigned responsibilities.The new staff members would be given an or ientation to enable them cope with our unique style of working. The department would also have to clothe in place expanded tuition systems to cope with the additional responsibilities assigned to it. Such systems would enable us handle the data that we gain and analyze effortlessly. There is also the need to put up in-house facilities for concenter-group work and telephony seek.IDENTIFIED OPPORTUNITIESIt is estimated that about over One billion people use the internet worldwide (Business week, 2005). visible(prenominal) reports indicate that this figure shall increase in future. This is a big opportunity for our company, if we can identify our customers and raise them tailor-made goods and services.Some of the market segments of our company are presently underserved. There is the need to accurately identify them and lay out out strategies to fully serve them. New markets have also opened up in separate countries and regions that we must adequately research and go after.PRO POSED SOLUTIONSWe shall have to develop discussion guide book for our focus group work and also a manual on the research process orientation. Five additional staff shall be recruited for our in-house research work. Of the staff employed two with a background information engineering science and electronic business or commerce shall be needed for our web-based businesses. Materials shall also be procured for our in-house focus group work. New Information systems shall be purchased to seamlessly weave data output from the different departments with that of marketing research.From our customer research studies, we shall be better placed to take advantage of the opportunities that have risen up online. It is our goal to suffer the enormous opportunity online with the strength of our new staff members, with the background in electronic business or commerce. The business and marketing plans shall provide details on how new emerging markets shall be entered into and existing ones develope d. The plans shall also outline ways and means of forging solid relationships with marketing agencies and other transfixholders.ConclusionIt is our wish that if these measures are implemented, we shall not only see a vibrant marketing research department but also the pleasant that contributes enormously to our companys bottom line results.Appendix 1THE MARKETING RESEARCH PROCESSMcDaniel and Gates (1999) have draw an eight floor procedure for conducting marketing. These area.Problem or opportunity identification and formulationb.Creation of research designc.Selection of research methodologyd.Selection of consume proceduree.Collection of dataf.Analysis of datag.Preparation and writing of reporth.Follow upa.Problem or opportunity identificationDuring this stage attempt is made to identify the problem at stake or the opportunity to be taken advantage of. Attempt is also made to grasp the stretch of the problem and also the opportunity. The information needed in solving the problem and the way and manner it should be obtained is also determined. After having grasped the scope of the problem or opportunity, the research objectives are outlined. It must be dysphoric that it is essential for the problem under investigation to be thoroughly understood as the other posterior stages rest on this stage.b.Creation of research designAt this stage, the researcher devises a plan or an approach for answering the research question. In doing so, the researcher must opt for an approach that is cost-effective and also provide the highest possible information for decision making.C.Selection of research methodologyThere are essentially three major methods for carrying out marketing research. These are surveys, ceremonial and experiment. At this stage therefore the research should select one or a combination of them to collect the information needed.d.Selection of sampling procedureA sample is a subset of the population the researcher is interested in.At this stage therefor e, the researcher decides on which members of the target population should be used for the research The researcher must determine whether he would give each and every member of the target population equal opportunity to participate in the research or only a select few shall be used.e.Collection of dataThis stage entails the collection of the information that the researcher is interested in. This can be interviewing, survey questionnaire, and observation. The researcher can decide to collect the information himself or ask other persons to do so on his behalf.f.Analysis of dataThe data collected is analyzed at this stage to give meaning to it. From the analysis, it makes it possible for the researcher to interpret the results and offer recommendations and conclusiong.Preparation and writing of report.The analyzed and interpreted data must be communicated to the desired audience in a report. Since the objective of this stage is to give understand to what the researcher has found, the report was be tailored to needs of the audience.h.Follow-upAt this stage, the researcher seeks to find out whether the results and recommendations made in a report have been used and also what has been the outcome of itAReferences1.Businessweek (2005). The Future of Tech, Businessweek ,20th June edition.McDaniel, C. and Gates, R. (1999). Contemporary Marketing Research, South-Western College bar