Accelerating product cycles, easy access to information on products and services, highly discerning consumers, and fierce competition among companies are all a reality in the world of business. Too many companies are chasing too few consumers.
Knowing, understanding, and responding to your target market is more important than ever. And this requires information—good information. Good information can lead to successful products and services. Good information is the result of market research.
The marketing research process is comprised of a series of steps called the research process. To conduct a research project effectively, it is important to anticipate all the steps and recognize their interdependence.
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