Research is very important in understanding the needs of the consumer. As a marketing manager, there are
several types of research that you may have to utilize in order to support building a product that will do well in
the current market. When building a product one has to look at return on investment (ROI) that would help the
company meet their revenue goals for that fiscal year. Some of the research approaches that many marketing
managers utilize are surveys, observational research and ethnographic research. The information obtained
from this research would aid in making changes to the product before it went to market.
Look at a Apple and select one of their products. Imagine that you are working with a team to make an
improvement to that product.
Identify what improvements you would make.
Discuss one of the research methodologies that you would utilize to determine whether or not the improvement
would meet the needs of your consumers.
State why you think this type of research would be the most effective way in obtaining an understanding of your
consumers reaction to the improvement.
Sample Solution