The Role of a Marketing Research Sub-System (MRSS) in Problem Solving: Matoke Micro-processing Project Case Study

Dorothy Nduku Hodson

2022

Abstract

Marketing as a customer centered discipline is challenged to make contributions to global problems. Information on providing healthy food is one such challenge. Marketing research is tasked with this important role of information provision. The study uses desk research methodology, reviewing literature to explore how the marketing research information subsystem (MRSS) can be utilized to provide this information. The Matoke micro-processing project aims to produce affordable banana flour and pieces to urban consumers. Findings are that while marketing research is recognized, some challenges in practical application exist. For the Matoke micro-processing project, the specific information sought is identified as stage six of new product development. This has specific information requirements that identified models can be adapted to provide. The suggested model would be integrated into the marketing research system, resident in the product system with specific new product development tasks. Ultimately, it would provide highly customized reports, specific to the project stage. Further areas to consider are supporting projects with research workers and optimizing the new product development process.

Paper Citation

in Harvard Style

Hodson D. (2022). The Role of a Marketing Research Sub-System (MRSS) in Problem Solving: Matoke Micro-processing Project Case Study . In Proceedings of the 2nd International Conference on Finance, Information Technology and Management - Volume 1: ICFITM, ISBN 978-989-758-628-6, pages 14-21. DOI: 10.5220/0011601300003581

in Bibtex Style

@conference{icfitm22,
author={Dorothy Nduku Hodson},
title={The Role of a Marketing Research Sub-System (MRSS) in Problem Solving: Matoke Micro-processing Project Case Study },
booktitle={Proceedings of the 2nd International Conference on Finance, Information Technology and Management - Volume 1: ICFITM,},
year={2022},
pages={14-21},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011601300003581},
isbn={978-989-758-628-6},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Finance, Information Technology and Management - Volume 1: ICFITM,
TI - The Role of a Marketing Research Sub-System (MRSS) in Problem Solving: Matoke Micro-processing Project Case Study
SN - 978-989-758-628-6
AU - Hodson D.
PY - 2022
SP - 14
EP - 21
DO - 10.5220/0011601300003581