By Peter F. Hutton (auth.)
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Extra resources for Survey Research for Managers: How to Use Surveys in Management Decision-making
Maturity The monitoring research which the manufacturer undertakes during the launch of the product continues to be valuable as the brand enters the stage of 'maturity'. Hopefully the brand will have established a good and consistent market-share underpinned by a strong image and a high level of consumer loyalty. Research will not need to be conducted nearly so frequently as its position in the market should, by this time, have acquired a high degree of stability. Nevertheless, the environment in which the brand exists will be subject to change.
The right name will enhance the brand image; the wrong one will devalue it. Often the consumer is the best judge of name. Launch and growth The vast majority of products never make it beyond the product development stage into the product launch. The major consumer goods companies sink vast sums into products which never reach the retailers' shelves, yet none can afford to risk being over-dependent upon existing product lines in what are usually highly competitive markets. Research at the launch stage is designed to ensure that the introduction of the product is achieved as effectively as possible, and that 32 Survey Research for Managers potential marketing problems are identified early on.
35. Have you got everything out of the research there is to obtain from the researchers who carried out the research? Bntish InstItute of Management, Management House, Parker Street, London WC2B 5PT Copyroght BritIsh InstItute of Management 1985. 1811M HANDLING RESEARCH INTERNALLY Those companies which co-ordinate their research needs internally, and work closest with their research agencies, ultimately derive the greatest benefit from research findings. Some suggestions for handling research internally are given below to ensure that a company sponsoring research gets the most out of its investment.
Survey Research for Managers: How to Use Surveys in Management Decision-making by Peter F. Hutton (auth.)