1. Using marketing research to identify customer. Marketing research is a key element of identify customer expectation. Marketing research focus on what features are most important to customer, what level of customer expect these service. Also research identify the opportunity and also analysis competitor strategy

2. Collecting the data. In research process data can be collecting in two form. (1)Primary data. those data which collecting for the first time is called primary data. (2) secondary data. Those data which is already avalible,this is called secondary data.

3. sources of primary data collection (1)direct observation. In direct observation a person can collecting primary data. Which person can observe the situation.(for example a person can enter an a room and observe the situation)

4. (2)Questionaire an questionnaire data can also be collecting by asking different question. In questionnaire there are two types of questionnaire. (1)structure questionnaire and(2)unstructured questionnaire. (1)structure questionnaire's that which is already prepare it, and then asking one by one.

5. (2)unstructure questionnaire is that which can not be prepare already, but asking question according to their situation(take an example of journalist which asking question according to the situation)

6. (3)sampling method in sampling method data can also be collecting in sampling method. Sample is that to choose a sample in the total population. For example your class population is 50.i select 10 student. So these 10 student is my sample. Now if I am asking question about these 10 student, I consider as a whole population.

7. (2)SECOUNDARY DATA SOURCE Secondary data can be handle in many sources like internet,tv,magzine,books,secoundary data can be handle vary quickely,but not up to date

8. RESEARCH OBJECTIVE (1)TO Identify customer requirement and expectation (2)to assess overall company performance compared with that of competitor (3)to identify dissatisfy customer so that services recovery can be attempted (4)to forecast future expectation of customer

9. element of effective marketing research an effective marketing research involve the following element (1)complaint solicitation. Complaint solicitation as a way of communicating about what can be done to improve their services. Firm seriously checking the complaint solictation,and after this take information to properly solve the customer problem

10. (2)critical incident technique the other important element of effective research is that to asking question about satisfaction and dissatisfaction. Asking how you feel it when you can use the product

11. REQUIREMENTS RESEARCH Another important element of effective research is the requirement research which identify the benefits ant attributes that customer expect it.

12. Analyzing and interpreting the data analyzing and interpreting is the important step of marketing research. a manager need to require a high skill and confidence to analyze the data. And to interpret meaningful and important data

13. MARKETING RESEARCH INFORMATION SYTEMS Marketing research information system consist of people, equipment,procedure,to gathering, sorting analyzing and distribute the need and time information to decision maker.

14. top down AND DOWN UP COMMUNICATION. When the research can be presented by the decision maker, then management can communicate it. Top management take decision and assign work to middle management, middle management can perform work it and assign to lower management. This is called top down communication. And down up information is that which lower management reply to top management.