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marketing research manager

This manager is responsible for providing professional research services to executives who require objective and timely market information to assist with planning, problem resolution, and decision making. Normally the marketing research manager reports to the marketing manager. In larger companies, however, there may be multiple marketing research managers reporting, for example, to the corporate marketing or strategic planning executive, to division managers, and to the research and development director. Comment: The types of research carried out will vary by type of company, industry, and the organizational unit to which the manager is assigned. With the growth of computerized data systems and the availability of outside marketing research organizations that report repetitive market data, the marketing research manager assembles the information needed for a particular problem and, when necessary, directs the development of information that must be obtained via special studies. The typical marketing research manager works with a small staff and uses outside research firms to carry out all or parts of field studies.

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  • Part of Speech: noun
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  • Category: Advertising
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