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Research Tips
The
first step in any research endeavor or project is to define the research
problem. An information gap is then recognized and research will be
performed to close the gap giving management a clearer idea of how to
proceed strategically. Alan R. Andreason has developed an interesting
research model that essentially, identifies what the final stage of the
specific marketing or management decision will be and then works backward. He recommends the following procedures:
· Determine how the research results
will be implemented (which helps to define the problem). The work backwards
from here.
· To ensure the implementation of the
results, determine what the final report will contain and look like.
· Specify the analyses necessary to
"fill the gaps" of information.
· Determine the kind of data that must
be assembled to carry out these analyses.
· Scan primary and secondary sources
to identify where this data can be obtained and whether or not it can be
obtained quickly and cheaply.
· If no such easy way out exists then
design instruments and a sampling plan that will yield data to fit your
requirements.
· Carry out the field work. Be sure to
collect only information that will help you solve your specific problem.
· Do the analysis and watch it have
its intended effect. (1)
Researching
"Outside the Box"
The
Competitive Intelligence is found in a variety of areas. Sometimes,
however, the most useful information is uncovered in areas unconnected with
the question or decision at hand. As you do your research, you may also
have times when you just can't find the answers you need. It is at these
times when researching "outside the box" is necessary.
Words of Wisdom
"The
most meaningful way to differentiate your company from your competition,
the best way to put distance between you and the crowd, is to do an
outstanding job with information. How you gather, manage, and use
information will determine whether you win or lose."
- Bill Gates, Business @ the Speed of Thought: Using a Digital Nervous
System
Learn More>
If
you have any suggestions, comments or questions, please contact The Competitive Intelligence Center.
(1)
Andreason, Alan R., "Backward Market Research", Harvard Business
Review, May/June 1985: pp176-182.
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