Value of marketing research Good business decisions have long been made and can still be made without Marketing Research Sony walkman However. business success over the long term is a function of the mix of good and bad business decisions Marketing Research provides value in that it offers a process within which business alternatives can be objectively evaluated and more good decisions and fewer bad decisions can be made Studies conducted on the value of marketing research in new product development reveal that screening new product ideas with Marketing Research and"killing the dogs early"can substantially increase profitability by reducing the number of marketplace failuresValue of Marketing Research Good business decisions have long been made and can still be made without Marketing Research – Sony Walkman However, business success over the long term is a function of the mix of good and bad business decisions Marketing Research provides value in that it offers a process within which business alternatives can be objectively evaluated and more good decisions and fewer bad decisions can be made Studies conducted on the value of Marketing Research in new product development reveal that screening new product ideas with Marketing Research and “killing the dogs early” can substantially increase profitability by reducing the number of marketplace failures