Option #2: Harvard Business Review: Should You Listen to the Customer?
Read the case study: Should You Listen to the Customer.
Write a paper in which you analyze the process of gathering information and collecting marketing research.
Use Delacroix as your example and make a case for and against the use of marketing research and consumer input. Defend both Nataslia’s and Elizabeth’s perspectives.
- Nataslia, the executive director, believes that artistic considerations should drive the type of dance offered by Delacroix
Elizabeth, the newly hired marketing director, believes much more customer input should be considered when deciding on the offering. When siding with Elizabeth, explain different ways of gathering market research from customers.
