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Article: Carrying out marketing research.(Checklist 111)
- Article from:
- Chartered Management Institute: Checklists: Marketing Strategy
- Article date:
- October 1, 2005
CopyrightCOPYRIGHT 2005 Chartered Management Institute. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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[check] This checklist has been designed to explain the basic steps of marketing research.
The use of marketing research has become increasingly prevalent since the 1980s. This has partly happened as a result of the quality revolution that swept through many organisations. At the heart of the quality movement is the notion that organisations need to get close to customers; in order to do this, they need to listen to what those customers really want. Marketing research is one of the main ways of finding this out.
Definition
For the purposes of this checklist, market research and marketing research are interchangeable terms, that are used to ...