Analyze the importance of using marketing research in marketing decision making.

Analysis should include an explanation of the benefits of marketing research and ways that results are used to aid in

• planning and meeting business objectives
• increasing sales and profits
• planning for future operations.

Process/Skill Questions:

• What are the benefits of marketing research?
• What types of marketing management decisions are heavily dependent on marketing research data?
• Why is research necessary to make valid marketing decisions?
• When should marketing research be used in the product planning process?
• What information from marketing research is helpful in planning for marketing mix?