Introduction and Alignment consumer preferences

Research about consumer preferences, demographical data, product usages and usage rates, and all attributes of segmentation are just some the different kinds of information that marketing researchers mine for when investigating markets. One of the many challenges of marketing research it to determine which questions to ask. This assignment will give you first-hand experience in planning and conducting marketing research.
Upon completion of this assignment you should be able to:
• Assess marketing research for effectiveness of meeting company goals.
Resources
• Textbook: A Framework for Marketing Management
• Website: Survey Monkey: http://www.surveymonkey.com
Background Information
Marketing research is an important step in the marketing planning process. Good marketing research can pay dividends by moving an organization forward and can help create a competitive advantage. Inaccurate research can steer a company in the wrong direction and can consume scarce resources.
Instructions

1. Read Chapter 3 in your textbook.
2. Review the marketing research section in the chapter.
3. Navigate to the threaded discussion and answer the following questions:
4. What are some of the most difficult challenges for the organization where you work in conducting marketing research for its products or services? Identify at least two challenges. Defend your answer with a detailed evaluation using clear and insightful critical thinking.
5. Create a five question survey on any topic you choose using Survey Monkey (http://www.surveymonkey.com) and send it to enough people to get 10 results. Analyze these results and describe the challenges. Defend your answer with a detailed evaluation that is clear and insightful.
6. Are the challenges similar or differing than the challenges faced by the organization where your work? Defend your answer with a detailed evaluation using clear and insightful critical thinking.
7. Your initial post should be 200 to 300 words in length, include two academic sources that are properly cited according to APA style, and is due by the end of the fourth day of the workshop.

Sample Solution