Lecture - Introduction The purpose of market research is to...

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Introduction The purpose of market research is to link "an organization to its market through the gathering of affects pricing decisions that drive proFtability, consumer loyalty, and product placement. The tangible and intangible aspects of quality and value are critical to consumer purchasing decisions and may have long term consequences to organizational viability (p. 91). Satisfaction, a derivative of these factors, becomes the ultimate measure of marketing value and makes marketing research a critical step in product development. Market Research J. D. Power and Associates, one of the leading market research Frms in the world, surveys consumers to measure their reaction to products and services (J. D. Power, 2004). Power, who is chairman of the board, states that "Understanding customer data and turning it into usable information is challenging, primarily because quality and customer satisfaction mean different things to different people. Our clients leverage our proven benchmark standards and research expertise to support their business success" (p. 1). The company performs two types of research: syndicated , where they examine speciFc industries such as "automotive, telecommunications, travel, real estate, Fnance,
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This note was uploaded on 02/18/2012 for the course MKT 301 taught by Professor Na during the Fall '09 term at Grand Canyon.

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Lecture - Introduction The purpose of market research is to...

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