The Role of Market Research

Market research provides relevant data to help solve marketing  challenges that a business will most likely face—an integral part of the  business planning process. In fact, strategies such as channel  selection and the use of intermediaries are impossible to develop  without market research.

Consider and discuss the following questions:

• Describe an example of a marketing channel in use by one of your favorite companies.
• List and explain two major issues your company faces in managing the marketing channel.
• If you were a marketing manager for your company, what would you do to improve the efficiency of this channel?