marketing research

1.0 Introduction

Researching the market in which a company target is the essential first step. Opportunities for markets need to be identified, as well as obstacles to market access in overseas countries. Moreover, the environment is dynamic: changes brought about by political, social, economic and other developments must be monitored, and their effects on market prospects and access assessed by management.

The function of marketing research is often concerned with the process of collecting, analyzing and interpreting the facts to establish what it is that people want and why they want it. It therefore includes market studies and any other research relevant to marketing operations.

The case study of CHUA company illustrate situations where marketing research was conducted and which was the marketing research approaches applied when assessing the potential of Thailand market.

Three central considerations are: (1) the need to define the specific problem properly; (...