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Case Study

Advantages of
web-based research

Why Conduct
Market Research?

Online surveys
for fast and cost-
effective customer
insights

A good choice for online surveys: what makes us different.

Why is the online survey needed?

Before embarking on any form of market research, it is important to have thought through the reasons for investing time and money in the research.

2. Change
   An existing marketplace is changing, and the business needs to track these changes in order to maintain its alignment with customer (or channel) needs and preferences.


3. Comprehension
   An unexpected situation has been discovered, where the business needs to establish facts and root-cause.


4. Governance
   Verification from independent evidence is needed to support decisions already made.


5. Education
   New managers need to "level-set" their own knowledge with that of the business and/or competitors.


6. Positioning
   The business needs to publicise research data so it is seen as aligning itself and/or furthering insight into some matter of public concern.


7. Publicity
   The business needs to collect data to share as "news" to maintain relevancy and interest among the press and/or investors.

Clearly managers will regard some of these purposes as demanding greater rigor and trustworthiness than others. Additionally, it can be said that the more "disputable" an assertion or decision is within a business, the greater level of proof is required of it's advocates.

Organizational politics may also play a role here - for example, a great deal of factual evidence may need to be presented to a decisive CEO who has already made up his or her mind. Similarly, where "transparency of decision making" is important (or where the downside of failure is large), managers may find it helpful to conduct research to substantiate the "objectivity" of decisions.