The Importance of Marketing Research
Good afternoon, everyone. It’s my honor to be here today. Let me introduce myself first. I’m the manager of the marketing research department at J.D Power and Associates. We are a global marketing information services firms, especially focus on the automotive industry, which I will describe some details to all of you in the next minutes.
“Established in 1968, J.D. Power and Associates is a global marketing information firm that conducts independent and unbiased surveys of customer satisfaction, product quality and buyer behavior. Today, the firm’s services include industry-wide syndicated studies; proprietary (commissioned) tracking studies; media studies; forecasting; and training services, as well as business operations analysis, and consultancies on customer satisfaction trends. On April 1, 2005, J.D. Power and Associates became a business unit of the McGraw-Hill Companies” (About Us, n.d.). We have also expanded internationally, bringing the language of customer satisfaction to consumers and businesses in different countries. These are quick facts of our company.
Today I would like to share some information about the importance of the marketing research. Maybe you are curious about why am I talking about this subject. In fact, this subject is important for you to know because it can bring lots of benefits to your enterprises. First of all, let’s understand the definition of marketing research, according to Burns and Bush’s definition, marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. Nowadays, great majority of industries has noticed the importance of marketing research; however, some industries still ignore the fa ...