ROLES OF MARKETING RESEARCH

ROLES OF MARKETING RESEARCH

        The role of marketing research can be better understood in light of the basic marketing paradigm.

        The emphasis in marketing is on the identification and satisfaction of customer needs.  In order to determine customer needs and to implement marketing strategies and programmes aimed at satisfying those needs, marketing managers need information.  They need information about customers, competitors, and other forces in the market place.  In recent years, many factors have increased the need for more and better information.  As industries have become national and international in scope, the need for information on larger and more distant markets has increased.  As consumers have become more affluent and sophisticated, marketing managers needs better information on how they will respond to services and products and other marketing offerings.  As competition has become more intense, managers need information on the effectiveness of their marketing tools.  As the environment changes more rapidly, marketing managers need more timely information.