Marketing Research
Objective 11-4 Discuss the purpose of marketing research and compare the four marketing research methods.
Unfortunately, no matter how logically or rationally marketing managers approach their work, their decisions and plans may still be less than perfect, but the consequences of their decisions and plans about marketing mix and segmentation strategy can be long lasting. In order to make the best decisions and develop the most effective plans possible marketers try to be customer focused and base their actions on timely information about marketplace trends. Marketing research, the study of what customers need and want and how best to meet those needs and wants, is a powerful tool for gaining decision-making information. ...
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