B3: Developing the rationale

A rationale for market research is to seek opinions about consumer preferences, the products or services they value and why, where improvments might be made and the resons why some products lose favour when other do not. 

Ref.: Unit 2 (2022, p.80) - Developing a Marketing Campaign.

Ref.: Pettinger, T. (2022): Product life-cycle - see bibliography -  for URL and full detail explanation

• Interpretation, analysis and use of data and other information to make valid marketing decisions.

• Identification of any further sources of information that may be required. 

• Evaluation of the reliability and validity of the information obtained.