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

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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


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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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