Organizations obtain the facts and figures they need to support marketing decisions through marketing research. Employees in every department need access to marketing information.
Timing is also important.
B. Uses of Marketing Research 1. To analyze customers, needs, and satisfaction a. In the days of mass production, marketers took aim at mass audiences and were interested in what large groups of people had to say about products. Marketers now research the needs and preferences of individual customers to maintain ongoing customer relationships. To Analyze Markets and Opportunities a. Market refers to the group of customers or prospects who need or want a product and have both the resources and willingness to exchange something of value to get it.