using market research to help you in your decision making. Bont and Hamersveld (2007) tell us
“Today, organisations, when making key decisions, are mindful of the importance of ensuring that
they understand the views and opinions of current and potential customers and know what
competitors are doing in the marketplace” (p.3).
Understanding the role of market research and the many methods for conducting market research will
be valuable for your work in this class and others in your program. Learning from Subject Matter
Experts (SME) in market research is the focus of this week’s Assignment and Discussion.
For this Assignment you will be:
Reviewing the information in this week’s readings and sources you identify in your own
Identifying areas about market research that are particularly interesting to you or that you
would like to know more about.
Creating a set of 3-6 questions using the information you have gained in your readings and
research that will help you gain a greater understanding of these areas.
Identifying a market research professional or a company where a representative can talk to
you in more detail about the market research process. For some ideas on how you can
identify a market research professional or company view the short video:
Talk with your current employer and see if there is a department in your company that
performs this function.
Talk with family and friends
Use the social media and networking sites, i.e., Facebook and LinkedIn, etc.
Look for companies that conduct market research and contact them
Contact your local Chamber of Commerce and get referrals
Conducting an interview with a market research professional or a company representative.
Using the results of this research to determine how it can be applied to the Marketplace
You will post the results of your work in a 3-4 page APA formatted paper, not including cover and
reference page, to your Unit 4 Discussion Board by Saturday night.
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