Answer to Question 1
In practice, the relationship between the marketing research department and the users of marketing research frequently is characterized by misunderstanding and conflicts arising from:
(1) Research that implies criticism: managers may not want to find results that are critical of their work.
(2) Money: financial managers often see research as a cost rather than as an investment or a way of lowering risk.
(3) Time: it takes time to complete a research project, and errors are more prominent if the research is rushed.
(4) Intuitive decision making: managers are action-oriented decision makers, and they often rely on gut reaction and intuition, which is often successful. Thus, they often do not believe a research project will help improve their decision making.
(5) Future decisions based on past experience: managers wish to predict the future, but researchers measure only current or past events.
Answer to Question 2
In this section, we want to use data to outline what segments we have identified. This could include demographics, psychographics, and buyer behavior. We can get this information through a cluster analysis. Using this data, we want to identify three main groups: current customers, nonusers, and ideal customers. For example, with J.J.'s travel-related social networking site, he found that his current customers were in their early 20s, many of whom stayed connected through friends and sometimes bought trips through the site; his nonusers were people over 40, and his ideal customers were in their 20s and had a good amount of disposable income.
Tactile communication among honeybees regarding food sources.
A controlled fire being set as part of ecosystem management in Jasper National Park.
Point Sources of Pollution
Sources of income for U.S. population aged 65 and over.
Sources of VOCs and Odors
Sample time management planning chart for a massage student.