When it comes to finding their own marketing research definition, most small businesses probably look the other way and ignore the question.
And that's too bad.
Because there are lots of unknown answers about customer behavior that still mystifies many small business owners.
In the old days, it was "fly by the seat of your pants" and business owners were judged by how well they used "gut instinct" to make all kinds of decisions.
Along came the computer which, by its very nature, required observations to be standardized — so the data could be analyzed — and the areas of profit and/or loss identified.
Thus, a general marketing research definition for today has to include the systematic function of gathering and analyzing of information related to any part of the marketing process.
This would include the product or service, the customer and the environment in which the transaction takes place.
Quite obviously that's quite a bit of ground to cover, so the small business person has to ask why should I even think about this. It's the "What's In It For Me" question.
Sooner or later, as an owner, you'll have to do some kind of personal marketing research for yourself. It might be a survey, or a series of interviews --- whatever technique fits your style.
When I have been asked to solve a small business owner's marketing question, the answer often turns out to be something the owner hadn't thought of.
Perhaps they could have figured it out by pinpointing an exact marketing research question and finding techniques they could use in their analysis.
If you'd like further guidance on how to proceed, please use the contact page.
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