Use of Research to Improve the Product Quality

Research has always played an important role in determining the needs and wants of the consumers. Any business that wants success must know what its customers want. Instead of producing the goods which the organisation thinks are demanded by consumers, it must focus to learn what actually the customer demands. All organisations must have an Outside-In approach rather than an Inside-Out approach of looking at things.

The customers are the back bone of all business. Every organisation must do its homework before deciding to produce a product. Electrical goods are risky to produce. They have stake of failing, not being performing well or not being compatible for the target market. These risks are always associated with electrical products. The technology changes rapidly and constant innovation is a must for organisation to keep their share in market.  The Research and Development cost of these products is very high and they are not easy to produce. If a product goes wrong and fails in the market, it can add up to the costs of the organisation. To avoid such implications, marketers and production managers play safe and conduct wide spread research to not only acquire the customers’ opinions, but also to improve the product quality.

Research can be done in two ways. It can be either primary research or secondary research. Primary research as the name suggests is about collecting first hand data. This first haNd data can be collected through:

Interviews

Surveys

Questionnaires

Focus Groups 

Secondary research method is related with gathering second hand data. It is about using the previously done research work. It is an inexpensive method of conducting research. These kinds of data can be internal sources or external sources of data. Sales data can be used as the secondary data and the sales can be of the territory, which can give information about the trend in sales. External sources of data can be the Statistics given by the Government and that could include the census, demographic statistics, income statistics etc.

It is advisable to do secondary research first and then to move on by doing primary research. Secondary data gives an idea of what type of information to look for and what type of information is already available. Primary data is highly reliable, but if it is collected in non controlled environment it might be contaminated with other factors that would destroy the reliability of the data.

When the research has been done, that would be considered as the responses of the customers and the end users that can be used to produce the goods. Customers can suggest many ideas and features which the organization can include in their product. This way, they can improve the quality and features of the product and satisfy their customers.

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