Conducting marketing research should include

• defining marketing research as the marketing function linking the consumer, customer, or public to the market through information by
• determining consumers’ attitudes and preferences
• testing product features
• determining market size and growth potential
• learning about competitive products
• determining buying cycles
• understanding how the organization is perceived by the public
• differentiating between types of data (e.g., secondary vs. primary, quantitative vs. qualitative) and how each is used in marketing research
• explaining how marketing research enables the organization to make sound decisions leading to business success
• using social media communities to interact with customers, share information, or recommend products.

Process/Skill Questions:

• How is secondary data identified?
• How do marketers identify quality sources of secondary data?
• What is the difference between primary and secondary marketing research? What is an advantage of using each?
• What are the major forms of primary marketing research? How is each accomplished?
• How is marketing research similar to scientific research? How is it different?
• How do companies use marketing research to remain competitive in a global environment?
• Why should marketing research be an ongoing process?
• What are some limitations of marketing research?

Teacher Resource: DECA Business Operations Research Competitive Events