2nd Annual EuroMed Conference of the EuroMed-Academy-of-Business, Salerno, İtalya, 26 - 28 Ekim 2009, ss.546-556
Purpose - One of the major functions of marketing research is to provide relevant and necessary information to marketing decision making process. In other words, marketing research should bring the "voice of the customer" to the strategic marketing decision making "table". In addition, marketing research provide information to managers to be used in specific marketing actions as well as in a general manner that would allow them to understand their customers and environment in a better way for future strategic planning. However, it is a significant question whether marketing research really has a critical position in strategic marketing decision making in most of the firms, particularly in Turkey. Thus, the purpose of this study is to explore marketing research's position in marketing decision making process in Turkish firms.