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Marketing Research Cheat Sheet (DRAFT) by

This is a draft cheat sheet. It is a work in progress and is not finished yet.

Purpose of Marketing Research

Identify and define marketing opport­unities and problems
Monitor marketing perfor­mance
Generate, refine, and evaluate marketing actions
Improve the unders­tanding of marketing as a process
Marketing Research must be timely, objective, and accurate.

WHEN MARKETING RESEARCH CAN BRING VALUE TO A FIRM

The most useful marketing research inform­ation for decision making is:timely, objective, accurate, up to date, easy to unders­tand, relevant, actionable
Marketing research provides value when the results: · Clarify problems or opport­unities · Lead to attracting more customers · Identify changes that are occurring in the market­place among consumers and/or compet­itors · Identify the best altern­ative to pursue among a set of proposed altern­atives · Help your brand gain a compet­itive advantage