Marketing Analytics, Qualitative Research, and Customer Behavior

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In the vast evolution of marketing from its birth, business analytics is not one to be ignored for its various changes and benefits. With its ability to extract the true value of the information, it produces new opportunities which highlight the importance of data (Acito and Khatri 2014). Subsequent are the following information on how business analytics merges with the marketing concept and produce life-changing results.
Data are being collected through marketing analysis and serves as a foundation for change and improvement for the whole market (Wedel and Kannan 2016). Through this, managers can identify which and what products would sell and not sell in the market. As long as marketing analytics is functioning well, managers will be able to provide the ‘must have’ products that will surely be popular to the mass. Also, according to Milliken (2001), he stated that managers have to do some research for them to have information. He also added that another form of qualitative research used ...