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Market Research And Market Strategy: An Article Review

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...is an important ingredient when it comes to successful strategic marketing. On the surface, this makes a great deal of sense – with successful marketing and customer management requiring the product or service to meet the customers’ needs, the best way to find those needs is to go straight to the customer (Connell, 2002). Furthermore, it’s been shown that companies that rely on market research, in one way or another, are more successful (Connell, 2002, see also Shaw, 2000).
In the article Cognition-in-context: Reorienting research in business marketing strategy, authors Paul Matthyssens and Koen Vandenbempt point out that there is a definite connection between research methodologies when it comes to marketing strategies and formulation of those strategies themselves.
The authors also point out, through their research, that marketing researchers must go beyond simply reporting the facts through statistics, and should work to uncover new relationships among key dimensions of...

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