Managers at Procter & Gamble view marketing research at a strategic planning level.Therefore,the company conducts numerous related studies that come together to help in their product planning decisions.This is referred to as a:

Question

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A research program refers to a series of related research studies conducted to provide insights that can inform strategic decision-making. This approach aligns with Procter & Gamble's view of marketing research as a strategic planning tool.

Managers at Procter & Gamble View Marketing Research at a Strategic