{"id":3012,"date":"2020-06-08T01:56:16","date_gmt":"2020-06-08T01:56:16","guid":{"rendered":"https:\/\/course.oeru.org\/pmkt102\/?page_id=3012"},"modified":"2020-06-08T01:56:16","modified_gmt":"2020-06-08T01:56:16","slug":"marketing-research","status":"publish","type":"page","link":"https:\/\/course.oeru.org\/pmkt102\/learning-pathways\/researching-customer-needs-and-preferences\/marketing-research\/","title":{"rendered":"Marketing research"},"content":{"rendered":"
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\u201c\n<\/td>\n Marketing research is the function that links the consumer, customer, and public to the marketer through information – information used to:<\/p>\n
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  • identify and define marketing opportunities and problems;\n<\/li>\n
  • generate, refine, and evaluate marketing actions; monitor marketing performance; and\n<\/li>\n
  • improve understanding of marketing as a process.\n<\/li>\n<\/ul>\n

    Marketing research specifies the information required to address these issues:\n<\/p>\n

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    • designs the methods for collecting information,\n<\/li>\n
    • manages and implements the data collection process, and\n<\/li>\n
    • analyzes and communicates the findings and their implications.\n<\/li>\n<\/ul>\n<\/td>\n
 \u201d\n<\/td>\n<\/tr>\n
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\u2014The American Marketing Association<\/a><\/cite><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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\n\t\t\t\"reading\"\n\t\t<\/div>\n\t\t
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Marketing research<\/h2>\n\t\t<\/div>\n\t<\/div>\n\t
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  1. Read this chapter<\/a> about marketing research.\n<\/li>\n
  2. Post a WEnote about why marketing research is important.\n