Key functions of marketing research within an organization
- Exploratory Function comes into play when researchers have little to no understanding of a marketing situation or outcome.
- Descriptive Function involves gathering and presenting information about a marketing phenomenon or situation.
- Diagnostic Function utilizes data analysis to investigate relationships and patterns within collected data.
- Predictive Function leverages data to predict the outcomes of marketing decisions or consumer behaviors.
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Looking for a book that offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results? Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies.
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