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 Marketing 11e and page 136 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?
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