Principles of marketing/PMKT102/Researching customer needs and preferences/Required reading

“	Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to: identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues: designs the methods for collecting information, manages and implements the data collection process, and analyzes and communicates the findings and their implications.	”
—The American Marketing Association

Marketing research

1. Read this chapter about marketing research.
2. Post a WEnote about why marketing research is important.
   • Marketing research is important because ...

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