PERAN RISET PEMASARAN DALAM PENGAMBILAN KEPUTUSAN MANAJEMEN

Abstract

Marketing research is a systematic design, collection, analysis, and re-porting findings of other data relevant to the situation faced by the company's marketing. Marketing Research is a very helpful management tool to support a decision-making in the field of marketing management. The primary role of marketing research is to reduce the uncertainty in the business so as to reduce possible errors in making marketing decisions, so that company management can plan and implement well the various aspects of marketing, such as product development, and brand, pricing product distribution and integrated marketing communica-tions.Marketing research plays two key roles in marketing intelligence. Marketing research plays three functional roles: descriptive, diagnostic, and predictive. The ability to retain customers based on a deep understanding of consumer needs. This knowledge is derived primarily from marketing research.