The Role of Research Information in Marketing

  1. It provides accurate, effective and useful information that is vital for decision making across the entire organization. The decisions include;
    • Size of the market.
    • Customers and their buying motives.
    • Changing trends in the market.
    • Customer satisfaction /dissatisfaction with a product.
  2. It can be used to evaluate the effectiveness of the various elements of the marketing mix such as advertising.
  3. It provides feedback to the organization which helps it compare performance before the marketing strategy was put in place and after.

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