Marketing Research at Domino's

This article shows how marketing research can be used to monitor customer opinions and then improve product quality. It is: "Scathing research feedback guides Domino's makeover." http://www.quirks.com/articles/2010/20100309.aspx?searchID=71114086&sort=7&pg=1

Domino's pizza was described as bland and middle of the road in consumer research. Using this information the company has completely revamped its pizzas. This article can be used in ch 9 pages 294-298 of Lamb, Hair and McDaniels Marketing 11e and pages 123-127 of MKTG4.
Questions:
1. What other ways can firms use marketing research to guide their decision making?

2. Should top management always approve the objectives of a marketing research study? If not, then who?