Yet, before reaching that state, the managerial team at the TCS Management Group should focus on analyzing the following: The number of people interviewed and the relevance of their answers. The managers should as such correlate the results of the study with the information they already have and identify similarities and differences. It is normally expected that, despite the existence of differences, the general trend be maintained

The number of people the research estimated to participate in the forum and the actual number of participants

The necessity for potential improvements and the ability of the research to point out to the exact improvements that need to be made; otherwise put, the ability of the research and marketing efforts to identify new needs

4. The 16% new to the software

The majority of the telephone survey respondents answered that they were content with the product and that they would gladly recommenced it to their colleagues. Still, about 16% of the respondents said that they had only recently been introduced to the TeleCenter System and were as such unable to form an opinion. To the marketing specialists, this answer would sound like the end of the conversation, or at least the part of the conversation dealing with impressions over the software application. Yet, the conversation could continue by asking the individuals other types of questions referring to the software system. They could for instance ask them questions related to the ease of using the application or the existence of any parts which raise difficulties for the new users. Additionally, what they could do is to ask the respondents about their first experiences with the TeleCenter System. Did they need and receive any guidance? Is special training necessary? These questions would allow the company to construct better future applications.

At the Users Forum, the managerial team at the TCS Management Group could set up a special place for new users of the TeleCenter System in which they explain the benefits of the application, as well as demonstrate its usage.

5. The combination of marketing and research efforts

The campaign initiated by TCS had the particular...

While it might seem novel at a first look, marketing is in fact, in a significant part, constructed on research. Marketing specialists research the market and then set the basis for a new marketing campaign or strategy which would best address the specific particularities of the target audience. Still, the decisions made by the TCS Management Group implied a wider use of research in the process of marketing, with a major distinctiveness being offered by the extensive usage of the information retrieved in other fields than marketing alone.
The combination of marketing and research enjoys several benefits, as well as it points out to disadvantages. Some of the most important advantages are:

It integrates organizational efforts at a greater level

It ensures that the other organizational departments, such as it or manufacturing, understand and deliver on the customers' needs and wants

It offers valuable input which is useful not only to the marketing department, but to the managerial one as well

It uses the same personnel team to handle more chores and retrieve more results

Still, despite these advantages, the combination does reveal some disadvantages, some of them including:

The combined efforts retrieve reduced levels of efficiency as they consume more resources and are delivered in more time

They require that the marketing staff possess more knowledge and abilities than initially estimated, implying as such increased costs with training

There is a possibility of loss of data quality, meaning as such that the outcome of the research and marketing efforts could be significantly impaired