Resumen:
In today’s changing markets, information is of upmost importance because it allows us to foresee, assume and understand the behavior rand reactions of consumers, rivals and suppliers. This information is obtained through a series of methods and procedures that are known as market research, but these procedures are not always structured and fulfilled in the best possible way resulting in ambiguous and incomplete information.
This project will focus in the design and development of the necessary procedures to carry out market research in a correct and accurate way, differentiating the type of research according to each necessity, carrying out appropriate controls in order to assure the correct development of the research.
Having structured guidelines and well defined procedures will help the market research to be successful by giving reliable and accurate results. It is also important to have the right hierarchical structure because this would help to define the chain of command and controls for each step of the procedure of the research, according to the area and department of the company.
