Generally marketing managers do not perform the actual market research. However, they do frequently commission and oversee market research projects, as well as interpret data and make decisions on the basis of research findings. This assignment requires you, as the marketing management team, to consider the research process and decision making for a satisfaction survey of shoppers at IKEA using the gap analysis approach covered in the unit. This is a relevant topic since quantitative evaluation of customer satisfaction and service quality is a very common research activity conducted by many businesses. However, I only need assistance on certain areas: The introduction and answering these 3 questions; Identify IKEA’s key competitors and provide comparative data regarding their strengths and weaknesses compared to IKEA Determine customer’s overall satisfaction of IKEA’s in-store purchasing experience Provide action points to improve IKEA’s in-store purchasing to meet customers expectation and improve overall customer satisfaction.