AboutKatherine A. O'Neill Expertise I can answer questions about what kinds of research techniques to use to address specific issues - the difference between qualitative and quantitative research. I can answer questions about types of qualitiative research techniques - including focus groups, interviews, online research, projective techniques and others. In addition, I can provide direction to sources on healthcare research and statistics.
Experience I have been a market research analyst and consultant for 20 years in the pharmaceutical and biotech industries. I have personally conducted hundreds of interviews and focus groups with healthcare professionals and consumers
Organizations Healthcare Businesswomen's Association
Pharmaceutical Marketing Research Group
Education/Credentials Ph.D. Experimental Psychology, University of Rhode Island, 1983
B.S., Psychology, Emmanuel College, Boston, 1976
Past/Present Clients Boehringer Ingleheim, Group DCA, Schering Plough, Pfizer, Optum Health Group, Bayer, Wyeth
Question what is the importance of marketing research in business and industry
Answer This is a very broad question. Marketing research provides the marketing manager with a wide variety of information about the market, competitive products, perceptions of his product, etc. Market research provides information about sales volumes, distribution channels, customer demographics, sales of competitive products, customer satisfaction, advertising effectiveness, and just about any question that the marketing manager would like to ask. It provides the basis for developing a marketing plan, a promotional plan, product positioning, pricing, sales forecasting, and strategies for dealing with the competition.
