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THE ROLE OF MARKET REASEARCH

Market research provides relevant data to help solve marketing challenges that a business will most likely faceā€”an integral part of the business planning process. In fact, strategies such as channel selection and the use of intermediaries are impossible to develop without market research.

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Consider and discuss the following questions:

  • Describe an example of a marketing channel in use by one of your favorite companies.
  • List and explain two major issues your company faces in managing the marketing channel.
  • If you were a marketing manager for your company, what kind of research would you do to improve the efficiency of this channel?

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