Changes in today’s business environment

1. Identify significant changes taking place in today’s business environment that are forcing management decision makers to rethink their view of marketing research.
2. Discuss the potential impact that these changes might have on marketing research activities.

SAMPLE SOLUTION

Marketing research has been impacted tremendously by changes in the business environment forcing management decision-makers to rethink their views on the subject. Some of the changes that are significantly impacting marketing research include advances in information technology, the use of big data, globalization, and changing consumer behavior (Babin & Zikmund, 2015).
Information technology has radically changed marketing research, providing practitioners a level of accessibility that was not previously possible. It has therefore made management decision-makers to view marketing research as simple as a click away and not the tedious process that was required previously. With information…