MARKETING RESEARCH

Abstract

Managers need information to produce products and services that create value in the minds of the customer. But the perception of the value is subjective one, and what customers value this year may be quite different from what they value next year. As such the attributes that create value cannot be simply deduced from common knowledge. Here comes the
importance of marketing research, which is the study of people's behavior, opinions, attitudes, needs by seeing out existing data or through
specially planned research projects. Marketing research provides a valuable service to every member o f the community- consumers, business executives, managers of government departments or students and plays a useful role
in our everyday lives.