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An Analysis of Marketing Research

After an interview with your marketing department, describe and critique the market research activities of your organization. Include specific suggestions for improvement. If you do not have a marketing department, assume an interview and respond in a general way discussing what the market research activities should be for a product oriented US firm.

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'Marketing research is the function that links the consumer, customer, and public to the marketer through information. This information is used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve the 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, analyzes, and communicates the findings and their implications.'

Thus it is researching about the entire marketing process of a company. A systematic ...

Solution Summary

This solution provides a discussion of about 385 words, including several references, which first identifies the purpose of conducting marketing research and then goes on to explain a systemic approach which can be used to implement this type of research for a product oriented firm.