Measuring Market Opportunities: Forecasting and Market Research

Steps for Forecasting

Keys to Good Forecasting

Methods for Forecasting

Statistical methods

Observation

Surveys

Analogy

Judgment

Market tests

Steps involved in conducting marketing research

1. Identify the managerial problem and define research objectives

2. Determine data sources

3. Design research

4. Collect data

5. Analyze data

6. Report results to the decision maker

What Users of Marketing Research Should Ask