In his book, The7 Habits of Highly Effective People, Stephen Covey encourages readers to Start with the End in Mind. This message can also be used when designing marketing research questions. It is important to ask the right questions to ensure that your marketing results/finding are aligned with the information you are looking to seek.
One of the first questions you should ask yourself when developing a market research plan is “what am I trying to figure out?” This will help you ask the right questions to the right people. For example, if McDonald’s wants to know if they should continue or do away with the Big Mac, they should ask questions about the Big Mac to McDonald’s consumers. It wouldn’t be wise to ask Big Mac questions to avid fans of Wendy’s.
Asking the right questions is not an attempt to sway your end results. It is more of setting a
clear path to your end results. When developing questions think about the many different
answers you may receive and rather or not these answers will help you clearly conclude what you were seeking to be answered.
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