If you are considering small changes, and your audit indicates that you need more information on your target population's knowledge and perceptions of your organization, you may be able to get this information from exit interviews with clients interviews with non-clients that staff or volunteers living the same communities could conduct.

However, if you are considering costly changes, you will need very accurate information and should probably invest in market research conducted by a public relations agency or market research firm. Market research provides quantitative or detailed qualitative data that can help you segment your target populations (understand the characteristics of subpopulations) so that you can use your resources to develop quality improvements that these subpopulations will appreciate. It uses surveys, in-depth interviews, or focus groups to find answers from different subpopulations to such questions as:

Have you heard of and/or used the program/service?
What does the program/service do and whom does it serve?
What do you know about its location, hours, etc.?
What do you think of the accessibility and quality of its staff, services, and facilities?
What do you think about the cost of its services and products?
Have you recommended or would you recommend it to others? To whom? Why or why not?
What suggestions would you make for improving this program/service?
What similar programs/services have you used?
What is your opinion of those programs/services?

When throughly analyzed, the results you get from market research or a marketing audit will help you to identify problem areas in your marketing elements and your target populations' perceptions of you. Performing these investigations will also provide opportunities to build positive relationships with clients and potential clients by showing that you care about their views.

ශිල්ප 64