You are being quizzed on your knowledge of marketing. A question on the quiz asks, "What is the ultimate goal of marketing research for a firm?" Which of the following is the best answer to this question?

Question

Quizplus · Accepted Answer

The ultimate goal of marketing research for a firm is to improve organizational performance. This includes increasing sales, improving customer satisfaction, and generating profits. Other objectives such as developing new product ideas or improving customer relationships are important, but ultimately serve the larger goal of organizational performance. Heightening a firm's visibility and decreasing the costs of marketing activities may be important, but are not necessarily the ultimate goal of marketing research.

You Are Being Quizzed on Your Knowledge of Marketing