e视人苦 Why Marketing Research In addition to monitoring a changing marketing environment, marketers also need to develop specific knowledge about their particular markets Good marketers want information to help them interpret past performance as well as plan future activities Marketers need timely, accurate, and actionable information on consumers, competition, and their brands 2008-3-142008-3-14 3 Why Marketing Research ? • In addition to monitoring a changing marketing environment, marketers also need to develop specific knowledge about their particular markets. • Good marketers want information to help them interpret past performance as well as plan future activities. • Marketers need timely, accurate, and actionable information on consumers, competition, and their brands