marketing research of Royal National Lifeboat Association (RNLI)

In todays competitive world every organisation weather profit making or non profit, making or non-profit making is facing stiff competition. Globalisation has made the competition steeper. Every company must have a proper market plan to survive in this competitive market. Market research can be defined as planning, collecting and analysing data which are relevant for making marketing decision (Carl, McDaniel and Gates, 1998). Making a proper market plan involves extensive market research. The process of marketing research involves six main steps. The first step is to identify the problem or the objective of the research. The goal of the research should be properly stated. Second step is to develop a research plan. This step involves deciding the sources from where the data should be