Principles of marketing/PMKT102/Researching customer needs and preferences/Required reading 2

“	Marketing research is the process of collecting, analyzing, and reporting marketing information that can be used to answer questions or solve problems so as to improve a company’s bottom line. Marketing research includes a wide range of activities. (By contrast, market research is a narrower activity. It is the process of researching a specific market to determine its size and trends.)	”
—Saylor

Information gathering

1. Read this chapter, about gathering and using information for marketing research and customer / market intelligence. The chapter specifically discusses marketing research and intelligence and the information systems that are used to manage the vast amount of data that results from these activities.
2. Post a WEnote about why marketing research contributes to successful marketing efforts.

Note: Your comment will be displayed in the course feed.