Volume
35
Issue
6
Abstract
Some business people are unfamiliar with the need for or the benefits from marketing research. One tool for communicating the value of marketing and marketing research is regional sales indices. These indices can help highlight market heterogeneity, illustrate marketing complexities, and encourage the use of regional events. They can also be used to help identify potential marketing partners, guide test market selection, and assist with volume forecasting. By including analyses of these sales development indices in presentations to business groups, greater interest in conducting marketing research and in supporting marketing programs may be generated.
Recommended Citation
Larson, R. B. (1997). Encouraging Marketing Research. The Journal of Extension, 35(6), Article 4. https://open.clemson.edu/joe/vol35/iss6/4
