3 Reducing uncertainty in particular situations Situations where it is particularly important for an organisation to reduce uncertainty include:
§ further development of existing products
§ entry into a new market
§ launch of a new product or service
§ diversification.
Illustration 3 – Reducing uncertainty in particular situations
Company X, a manufacturer of TVs, is considering diversifying into the manufacture of cameras.
It wishes to gain an understanding of the market and, in particular,
§ the product range offered by existing and potential competitors
§ the number of outlets forming the distribution network for competitor products
§ the structure of these networks by size, location and their relation to the end user
§ the best overseas markets for its planned products.
The company wishes to minimise its research costs and to gather the data as rapidly as possible.
Suggested research technique: Desk research.www.examｗ.com
Desk research, involving the collection of information from secondary sources:
§ would meet the criteria of speed and low cost
§ would be cheaper and quicker than field research
§ might not, however,
- be entirely accurate
- be totally up to date. |
发表于 2012-2-23 17:09:42
