Business Intelligence

The Role Of Marketing Research

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Executive Summary

Marketing managers require current, reliable, useful information to make effective decisions. I today's competitive global economy, marketers need to exploit opportunities and avoid mistakes if they are to survive and be profitable. Not only is sound marketing research needed, but also a system that gets current, valid information to the marketing decision maker in a timely manner. Marketing research is the process by which information about the environment is generated, analyzed and interpreted for use in marketing decision making.

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