Unformatted text preview: up 33% of all survey-based research in 2006, and Internet-based questionnaires also accounted for nearly one-third of U.S. spending on market research surveys in the same year” (Kotler & Keller, 2009, p. 101). In addition, online marketing research is fast, inexpensive, and usually more valid. With the lower cost, faster results, validity, and wide array of approaches available through Internet marketing research, certainly a company would benefit from such an approach. Why is marketing research important to developing marketing strategy? “An important task of marketing research is to assess the efficiency and effectiveness of marketing activities” (Kotler & Keller, 2009, p. 106). Marketing research is important to develop marketing strategy. Researching the individuals purchasing your product helps the company gain valuable information about its customers. Reference Kotler, P. & Keller, K.L. (2009). Marketing management (13th ed.). Upper Saddle River, NJ: Prentice-Hall....
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- Spring '08