Introduction

Marketing research plays an important role in helping to solve problems and improve decision making by producing information that helps to allay uncertainty. Marketing research, however, costs money and while the benefits of good information are self-evident, research must be cost-effective if it is to be employed. Sometimes, it may not be worthwhile to undertake marketing research, while under other circumstances it will be highly beneficial to do so. Like all project work, marketing research can be quite complex and requires considerable planning, scheduling and control. Not only is this important from the viewpoint of coordinating a project but it also ensures that research information is produced within a prespecified period of time and that costs are kept under control. The use of computer-based PERT network methods not only helps to plan, schedule and control a project but can also indicate how further savings in cost and time may be effected as and when the need arises.

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