What Is Marketing Research? Why Is It Needed by Companies?

Topics: Marketing, Marketing research, Market research Pages: 4 (1144 words) Published: July 22, 2010
THE UNIVERSITY OF THE WEST INDIES

Undergraduate Coursework Accountability Statement (To be completed by student)

ACADEMIC YEAR: 2009/2010 SEMESTER: SUMMER

COURSE CODE: MKTG3000_3 TITLE: Marketing Management

NAME: Troy Lamontagne ID: 03620362

ASSIGNMENT: Graded Mini Essay

What is marketing research? Why is it needed by companies?
1. I hereby certify that I am the author of the attached item of coursework and that all materials from reference sources have been properly acknowledged. 2. I understand what plagiarism is and what penalties may be imposed on students found guilty of plagiarism. 3. I certify that this paper contains no plagiarised material. 4. I certify that this is my own work and that I did not receive any unfair assistance from others (including unauthorized collaboration) in its preparation. 5. I certify that this paper has not previously been submitted either in its entirety or in part within the UWI system or to any other educational institution. 6. In the case of group work:

a. I certify that the individual work of each member of the group has been clearly indicated; b. that where no such indication has been given, I take the responsibility for the work as if it were the section of the paper for which I am solely responsible; and c. that I have not collaborated with any members of the group to breach the University’s regulations.

Signature: Troy Lamontagne

Date: Saturday 3rd July 2010

WHAT IS MARKETING RESEARCH? WHY IS IT NEEDED BY COMPANIES?
a. Definitions and Objectives: Green and Tull have defined marketing research as “… the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing.” It seeks to understand the best ways to connect a consumer and a product, with the hope that the consumer will buy. This involves assessing the...

References: Green, P.E., Tull, D.S. and Albaum, G (1993), Research For Marketing Decisions, 5th edition, Prentice-Hall
Kerlinger, FN. (1994) Foundations of Behavioural Research, 1st edition, Holt, Rinehart and Winston, p. 174.
QuickMBA. Marketing. Retrieved July 3, 2010, from http://www.quickmba.com/marketing/research/
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