How managers should make marketing decisions, Marketing Management

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How managers should make marketing decisions

Problem: Managers should make marketing decisions in the light of their own knowledge and experience instead of viewing research reports as the final answer to their problems because: the number of factors included in a marketing research study are not exhaustive. decisions based on marketing research reports are highly risky. there is no possibility that marketing research will be affected by researcher bias. marketing research is not a systematic process for obtaining information.

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