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MarketingCh8 - Marketing Research The planning collection...

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Marketing Research The planning, collection, analysis, and dissemination of information to aid marketing managers in their decision making. From Text: Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions.
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The Role of Marketing Research Marketing Research has a role in managerial decision making. However, Marketing Research does not solve problems, but instead provides information that aids in problem solving. To be effective, researchers have to collect the correct data, and turn it into useful information for managers.
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As Outlined in Your Text…. A Five Step Marketing Research Process Define the Problem or Identify the Opportunity Develop the Research Plan Collect Relevant Information Develop Findings Take Marketing Actions Figure 8-2, p. 201
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1.Define the Problem or Identify the Opportunity The most important step in the process
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