Times are tough and your CEO has made the comment that marketing research will be the first division to suffer personnel cuts.

As the marketing director, how would you respond to this comment in your next presentation to the CEO?Your reply should explain what processes you would use and how you would justify the importance of market research.

Objectives

A. Understand primary and secondary research

B. Understand and explain concepts such as cluster analysisperceptual mapping, focus groups and surveys.

C. Understand the concept of measuring customer satisfaction.