Decision makers are primarily responsible for the initial recognition of an opportunity or a problem in marketing research.
They use techniques that vary wildly in complexity and sophistication to perform deep scrutiny of the data.
Secondary data is information collected for a current research problem or opportunity. Advances in gatekeeper technology are used to protect privacy from intrusive marketing techniques.
Primarily responsible research helps identify ways to solve these problems through marketing mix and segmentation. Using research to identify and solve problems is essential if you want your company to be the best in the market. Categorizing a problem should always be done before attempting a solution.
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