Researching customer needs and preferences 1. Overview 2. Video signpost: Marketing research 3. Marketing research 4. Information gathering 5. Research questions 6. Start – Researching needs challenge 7. Tasks – Researching needs challenge 8. Outputs – Researching needs challenge 9. Quiz Marketing research “ Marketing research is the function that links the consumer, customer, and public to the marketer through information – information used to: identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues: designs the methods for collecting information, manages and implements the data collection process, and analyzes and communicates the findings and their implications. ” —The American Marketing Association Marketing research Read this chapter about marketing research. Post a WEnote about why marketing research is important. Marketing research is important because … You must be logged in to post to WEnotes. Note: Your comment will be displayed in the course feed. ← Previous Next →
Marketing research specifies the information required to address these issues:
—The American Marketing Association
Marketing research
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