The Role of Applied Research in Decision Making

Usually marketing research is defined as the act of planning, collecting and analyzing relevant data and information relevant to the final subject matter with the end goal of creating a decisional impact. Applied research, which is usually mostly seen for commercial use is aimed at solving a specific pragmatic problem for the end goal of better understanding the market, for both profit and non-profit matters. An Applied Research scenario would be to create a “better understanding of the marketplace, determining as to why a strategy or tactic failed, or where there was a reduction of uncertainty in the management decision making.”

Source：Lights and Sounds Collective Publications