This course covers the tools and techniques used to gather information in order to:
- Identify Market Opportunities, Monitor Marketing Performance, Evaluate Changes in the Market
Special attention is given to matching the characteristics of products and services with the needs of businesses and individual buyers. The marketing research function adds value to the marketing process as it provides direction to help in the formulation of marketing strategy. The tools and techniques of marketing research covered in this course help to answer the questions pertaining to the application of the marketing mix.