Topic: Why Should Marketers Conduct Marketing Research?

The Discussion topic focuses on understanding the nature of marketing research and the connection to assessing marketing opportunities.

Research is a necessary tool for marketing managers. The main reason marketing research has become so popular is because making a major marketing decision based solely on shooting from the hip can be much too costly in terms of wasted time, money, opportunity, and other valuable resources.

What can marketing research do for managers?
What should managers be careful of when using research to help make decisions?
Which is most effective, qualitative or quantitative, and why?
What is the most effective data collection research method or approach and why?

Cite at least one example of how an organization you know or have worked for has used research to aid in the decision-making process. Be sure to include a citation and reference.