Customer perceptions of value differ from time to time. Due to this, the attributes which create value are not only gotten from existing knowledge, data that is collected and analyzed and the findings communicated through a report. The maiden goal of a marketing research is to equip managers with facts and figures which are need in the making of more tangible marketing decisions (Edward, F 2007).
Information is really needed in order to place XYZ strategically on the Germany market which has a lot of competition as there are other organizations dealing in the same products as us. For this information to help us, it should be accurate, the management should be willing to act on this information which will results, the risk involved should be combed out first as well as the level of competition. All this is possible is a research is done to fully understand the Germany market well so to enter without doubt.
Exploratory research will be undertaken using literature search and taking a survey on a number of people about their past experiences. Some well known focus groups will also be surveyed in addition to case studies. Exploratory research methodology will not be about getting a representative sample of the customers, rather, this methodology will seek to make use of convenience sampling; only those with prior knowledge will be interviewed since they are better placed and will be able to provide a better understanding concerning the relationship among ventures dealing with the same wares as us. As Edward, F (2007) puts it, exploratory research is better due to its flexibility. This is not much expensive and with some $100,000, a research can be carried out exhaustively.
On the other hand, descriptive research methodology will be used due to its rigidity According to Richmond, P (2004), descriptive research seeks to provide a description of the users of certain products, the actual proportion of the representation that uses