A Desiscion-Making Perspective on Marketing research - Summary

A Desiscion-Making Perspective on Marketing research - Summary

Marketing research links the organization with its market environment. It involves the specification, gathering, analyzing, and interpretation of the information "to help management undersíand- that*marîEëT environment, identify its problems
marketing action. The marketing management process involves situation analysis, strategy development, marketing program development, and implementation. Each of these areas includes a host of decisions that need to be supported by marketing research information. Marketing research, to be effective, should be relevant, timely, efficient, accurate, and ethical. Among the participants in marketing research activities are information users; external information suppliers, such as the marketing research firms; and the information suppliers within the organization.

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