MKT 500 Lecture 2: MKT 500 - Week 2.docx
Document Summary
The information already exists. timing doesn"t work we must react now: no money available for marketing research, have some money, but the cost outweighs the value gained from marketing research. The most important step in the marketing research process. Symptoms are changes in the level of some key monitor that measures the achievement of an objective. Sales are down: customer complaints are up. The role of the researcher is to ensure the client/manager has defined the problem correctly. Things that could have a major impact on the c_____ and direction of a business. Fundamental c_____ or critical c________ that must be addressed for an organization to address its vision. Anything that has the potential to impact or be impacted by a business problem/decision to be made.
