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’Define the stages of marketing research proccess and consider why Marketing Research is such an essential tool for the Marketing Manager’’
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''Define the stages of marketing research proccess and consider why Marketing Research is such an essential tool for the Marketing Manager'' All organisational activities take place in an environment of risk. 'Risks cannot be eliminated completely since they are inheritent in a dynamic market'. (J Blythe, (1998) Essentials of marketing, prentice hall) To reduce this risk, Market Research provides an invaluable source of information to help organisations make decisions and develop strategies for products which will increase the probability of success. It is also defined as 'The collection, collation and analysis of data relating to the marketing and consumption of goods and services' (Dibb et al, (2001) Marketing Concepts & Strategies, Houghton Mifflin Co) 'It is not undertaken for its own sake but for the contribution that it makes to the quality of decision making within the organisation.' (Peter Boyle (2001 Marketing Management and Strategy, Prentice hall). This will help them to...
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