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Unit 4 Market research
Pages 29

In order for organizations to make informed decisions about the future, information is needed

about a wide range of issues. This unit looks at information and knowledge management and

market research. Marketing research provides a useful link between the supplier and the

customer by keeping up to date with customer needs and wants. The unit also looks at the

range of issues that needs to be taken into account when conducting a market research

project, and in using the results of such projects.