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KIC000066 - Chapter 8 Decision Support Systems and...

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The Role of Marketing Research """""""'_0.., ........ _ ......... ",,, .. ..... ,., .. Chapter 8 Decision Support Systems and Marketing Research La' ManagementUsesof Marketing Research Improve the quality of decision making Trace problems Focus on keeping existing customers Understand the marketplace Alert them to marketplace trends Gauge the value of goods and services, and the level of customer satisfaction La' REVIEW LEARNING OUTCOME Marketing Research and Its Importance Why marketing research? 21 Improve quality of decision making 21 Trace problems Ii] Focus on keeping existing customers 21 Understand changes in marketplace Describe the steps involved in conducting a marketing research project La' Marketing Research ~~~ , ..... - .. , ~~. tJting~;SgetenninjnQ What. inf~tion. i,$ needed and "Research., R Jt how thatinfOtn1;ltlon,can be Problem' ~ obtained efficie,n~y and effectively. . uJ:< ~~.W se Management necrsrcn Problem A broad-based problem that requires marketing research in order for managers to take proper actions. _. La' The Marketing Research Process 3 5"'~'~'%l\ ~',;~~r:e •• >------' ~j~-~
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