Marketing Research for Benchmarking in a SME. Case Study (I)
DOI:
https://doi.org/10.18662/upalaw/88Keywords:
Small and medium company (SME), Marketing research in SMEs, focus group, in-depth interview, benchmarkingAbstract
The topic of marketing research conducted in small company is an intriguing one, given the potential contradiction between the fundamental need to obtain information about competition, on the one hand, and the limited resources at the disposal, on the other hand. The attempt of this article is to demonstrate that, beyond the traditional resources (both financial and human), the competencies in designing and executing the research, in the processing and analysis of information are, often, even more limiting factor, but not impossible to be achieved. An small company is evaluated based on how it achieves the ability to develop focus groups and surveys, with the specific objective to understand the customer value, the structure of the market it operates in, and the state of direct competition, via benchmarking. This first part of the study details the qualitative research, while the further development will contain the market survey itself.
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