When marketing researchers weigh the costs and benefits of conducting research as they define research objectives and needs, there are many benefits to the organization, such as reduced costs and better tracking of the effectiveness of a marketing strategy.
It corresponds to the definition of the purposes identified for carrying out a marketing research, that is, the expected results, such as the identification of the company's target audience, the perception of the brand, the desires and needs of the target audience.
Therefore, marketing research allied to cost control and greater management, are effective instruments in carrying out segmented marketing and aligned with consumer needs, trends and desires, increasing positioning and competitiveness in the market.
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