Making Marketing Research More Effective by Using the Administrative Process

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Abstract
➤This article demonstrates how both marketing research executives and management executives can make efficient use of information about the marketplace—by the use of the administrative process. Too many business executives are disappointed—even disenchanted—with the results of marketing research. Too frequently the point of view is expressed that marketing research is simply semi-scientific hindsight. But the opposite view is that the ability of marketing researchers to generate pertinent marketing information has outdistanced the likelihood that management will use such information effectively in decision-making.

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