marketing research surveys for strategy, new products development, advertising positioning, & customer satisfaction decisions
March 11, 2010

Market Research Firms- Decision Matrix | Strategy and Marketing Research Methods |Power Decisions Group |

Marketing Decision- Market Research Matrix: Linking Marketing Research Methods to Decisions


This matrix links likely research tools to each of the four marketing strategy decision stages in the Decision Pathway.
Decision Stage Goal Research Tools
Opportunity Scanning Scope the market landscape.

Option Generation Generate action choices.

Refining Options Evaluate payoffs & refine choices.
  • Product/Service concept screening
  • Trade-off Analysis
  • Pricing sensitivity
  • Target segments

Decision and Execution Select action; build plan.
  • Test tactics & execution, e.g. ad copy testing
  • Use 'soft introduction', or test markets
  • Key account feedback