The role of market research

The task of market research is to determine the information needs of a specific problem or problem solving, to provide management or decision-makers with relevant, accurate, reliable, effective and timely information, as well as information-based decision-making recommendations, so that decision-makers based on reliable information to make the right decision.

Therefore, the marketing manager needs the BI demand information from the customer group, the environment factor includes the competitor's information, as well as the market current marketing information. (from the Marketing Research Application Orientation (third edition)) helps to better understand the role of market research:

Many factors increase the need for more detailed information. such as the business environment such as policy, technology, social and cultural factors change, need more timely and effective information, consumer consumption patterns, ideas more complex, the need for consumers to respond to the product better information, more sophisticated market positioning, when competition intensifies, need more effective marketing tools of information, such as in recent years, network, The development and change of media has brought about the market research demand, even the market research profession's big change.

The role of market research