MGT 3300 Lecture Notes - Lecture 34: Marketing Mix, Wayanad District, Intranet
Document Summary
The marketing research specialist needs to understand my business, my competitors, and my capabilities. The marketer must have specific hypotheses and objectives/goals to guide our research initiatives. Good marketing research requires cooperation between researchers and marketing managers. Sometimes developing a good relationship is difficult, because the marketing manager and the researcher may come from somewhat different professional worlds. Marketing managers need research because they have problems they want to solve, but they sometimes have trouble explaining what they need to a researcher. On the other hand, researchers who are very skilled in the technical aspects of marketing research may not completely understand the decision situation facing the manager. Cooperation between the researcher and the manager is absolutely necessary if the research effort is going to be successful. Most large companies have a separate marketing research department to plan and manage research projects. Changes are under way in marketing information systems.
