Questionnaire: How To Spot A Need
For Market Research

The following questionnaire should take you approximately 2 minutes, and upon completion you will have a greater understanding of your company's need for market research. If you answer "No" to 4 or more questions, you should look to market research to provide the missing management tools.

Yes No N/A About Your Sales:
1. Do you know all you need to know about your competitors' sales performance?
2. Are you satisfied that your sales records and call reports are yielding all useful information?
3. Are you sure you know, and that your salespeople are using, the most persuasive selling appeals for each type of product?
4. Do you know why you lose some sales?
5. Do you know all that would be useful about your customers' and prospects' reactions to your own and your competitors' sales method?
Yes No N/A About Your Markets
1. Do you know all that would be useful about the differences in buying habits by territory and type of prospect?
2. Do you know why some territories and types of prospects produce well and others poorly?
3. Do you have as much information as you need on brand loyalty and repeat purchasing?
4. Do you know all you need to know about buying frequency and cycle in your product category?
5. Do you know who the buying influences are in each of your product categories?
6. Do you know all that would be useful about the number, location and important characteristics of the people who buy your kind of product?
7. Do you know your market share of sales by products?
8. Do you know the extent to which the market for your type of product is increasing or decreasing?
9. Do you know if you are getting your share from the newer, younger users of your type product?
10. Do you have up-to-date information on the foreign markets for your type of product?
11. Are you satisfied that you're keeping up with changes in your prospects' buying habits?
Yes No N/A About Your Advertising
1. Is your advertising reaching the right target audience?
2. Do you know how effective your advertising is compared with that of your competitors?
3. Are you sure your advertising says the right things for each product, prospect and market?
4. Is your advertising fully coordinated with personal selling efforts ?
5. Do you pre-test new campaigns?
6. Do you have measurable advertising goals?
7. Is your mail advertising going to the right people and doing the right job?
8. Do the selling aids and sales tools you provide for your field personnel and distributors compare favorably with those of your competitors?
9. Is your budget allocated for greater est profit - according to products, territories and market potentials?
Yes No N/A About Your Products
1. Do you have an inexpensive method for learning customers' and prospects' attitudes toward new products and product changes before large developmental investments are made?
2. Do you have a reliable method for testing the effect on sales of new or changed products or packaging?
3. Do you know all that might help profits about buyers' attitudes and reactions toward your current products and services?
4. Is your product line adapted to the needs of the profitable segments of your potential market?
5. Have you recently studied consumers to see how you might enhance each product or service?
Yes No N/A About Your Distribution
1. Do you know all that would be useful about your dealers' attitudes toward your products - and toward your competitors' products?
2. Are you sure you're getting your share from all the profitable distribution channels available?
3. Are your distributors' and dealers' salespeople saying the right things about your products or services?
4. Has your distribution pattern changed along with the geographical shifts of your markets?

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