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Market research is the function which links the stakeholders through information. This information identifies and defines opportunities and problems; generates, refines, and evaluates actions; monitors performance; and improves the understanding of the process. Market research specifies the information required to address these issues; designs the method for collecting information; manages and implements the data collection process; analyzes the results; and communicates the findings and their implications (Kinnear & Taylor 1996). The formal market research process can be seen as a procedure as illustrated in Figure 5, following Kinnear & Taylor (1996) and Berekoven (2001). First, the information needs had to be determined based on the problem, and from here, research hypothesis and objectives were deduced. This was done in chapter 1.2 and 1.3. Next step, covered in the following chapter, was to define appropriate data sources and how to collect them. The decision about the research frame is summarized before the case studies under chapter 4. Once the data was recorded, it was processed and analyzed. Presenting the results is the main part of this study, ranging from chapter 4 to 8. They are basis for the solution of the defined problem. Figure 5: Steps of the Market-Research-Process Source: following Kinnear & Taylor 1996 & Berekoven 2001 Methodology 20PDF Image | CARIBBEAN RENEWABLE ENERGY DEVELOPMENT PROGRAMME
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