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Ben And Jerry's Unorthodox Approach To Marketing Research

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Ben And Jerry's Unorthodox Approach To Marketing Research
Ben & Jerry’s had an unorthodox approach to marketing research. They had a lack of financial records and at one point were unsure if they were even making a profit. However, Ben and Jerry’s used marketing research to strategically plan the location of their business and to introduce a “super-premium” ice cream brand that appealed to a new type of customer.

Concept Identification: Marketing Research

Boone and Kurtz (B&K Chapter 11, p. 315-317) states that marketing research is more than collecting data. They suggest marketing research is the process of collecting and evaluating information to help marketers make effective decisions. A researcher must collect data, interpret the results, and then convert the data into decision-oriented information
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