backward marketing research

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traditional marketing research:

Management problem

Marketing Problem

Market Research Problem

Identify research instruments

Sampling plan

Questionnaire development

Collect Data

Analyse

Write Report

The problem with traditional marketing research is that , results of the analysis are not entirely new. even when they are new , they do not tell what you need to know to use them.

for example, if the research reveals that , Women do not use a consumer device as much as men ...the marketing manager would like to know why it is so?

Backward Market Research:

-Determine how research results will be implemented

-What final report should contain and look like

-Analysis necessary to fill in the blanks in the research report

-Data necessary to carry out these analysis

-Scan secondary sources to see if Data already exists

-If not, design instruments and sampling plan that will yield the data

-Carry out the field work

-Do the analysis, write report