Marketing Management 3(2+1)

Lesson 09 : Marketing Research

Establish the Need for Marketing Research

The problem faced by the management regarding a decision can be translated into market research problem and information obtained through research can be used in deciding the problem. There are circumstances when marketing research is not required such as when decision has to be made ‘now’; when required information is already available or when an organization cannot afford or when the costs outweigh the value of the research.