Step 5: Present the Findings

relevant to marketing decisions Translates data into insights and recommendations Must be understandable and clear Creativity is recommended

Step:6 Make a Decision

Depending on findings managers may:
go against a project Support Undergo further research
Marketing Decision support system (MDSS) - a coordinated collection of data, systems, tools and techniques with supporting software and hardware, by which the organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

Overcoming Barriers to the Use of Marketing Research

A narrow conception Research Uneven Caliber of Researchers Poor framing of the problem Late and occasionally erroneous findings Personality and presentation differences

Marketing Metrics: The set of measures that help quantify, compare and interpret marketing performance. - used to justify and design marketing programs - help decisions regarding financial allocations