ABSTRACT
According to the American Marketing Association, marketing research involves the “systematic gathering, recording, and analyzing of data about problems relating to the marketing of goods and services.” This definition provides a useful description
include preresearch analysis, which is an important aspect of the research process. Before data collection, careful planning is required to specify both the kind of information needed and the purpose of such information.Without preresearch activities, there is a great danger that critical information may not be obtained and that what is obtained may turn out to
The gathering of information can never be a substitute for good managerial judgment. A story told by the founder of Bata (the world’s largest shoe company) illustrates this point.Two shoe salesmen from two companies visited the same island and came away with vastly different interpretations of people not wearing shoes there. One was returning home immediately because of a nonexistent marketing opportunity. The other salesman, however, was very enthusiastic since all these
one part of the equation, and proper analysis and judgmental decisions are required.
