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Unformatted text preview: • • • The Role of M arketing Research """""""'_0.., ........_.........",,, .......,., .. Chapter 8 Decision Support Systems and Marketing Research La' Management Uses of 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' R EVIEW LEAR N IN G O U TC O M E M arketing Research and Its Im portance 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' M arketing R esearch ~ ~ ~ , .....- .. , ~~. tJting~;SgetenninjnQ What. inf~tion. i,$ needed and "Research., R J t how thatinfOtn1;ltlon,can be Problem' ;» ~ obtained efficie,n~y and effectively. ....
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This note was uploaded on 09/01/2011 for the course MTK 340 taught by Professor Folger during the Spring '11 term at Iowa State.
- Spring '11