Listening is key to providing useful marketing research

Seggev, Eli
January 1982
Marketing News;1/22/1982, Vol. 15 Issue 15, p17
Trade Publication
The article presents suggestions related to marketing research. The main role of marketing research department in a corporation is to produce actionable information whenever there is a decision problem. The mission of a department can be classified into three categories and those are programmatic research, selective research and evaluative research. Marketing research is very important and the time has come to cultivate its usefulness but the problem is created by those practitioners who fail to listen to and understand the problems and pressures faced by their clients.


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