Abstract:

The 'learning tool' as developed by the authors and called “Business Marketing and Marketing Research (B.M.M.R.) game, is especially designed for two groups of people: - Marketing researchers: To train in understanding the relative position of marketing research in the decision making process of a marketing management team when it has to take a wide range of marketing and business decisions; - Marketing managers: To train in understanding the many sided possibilities but also limitations of marketing research in providing qualitative and quantitative information and the interpretation and use of large amounts of data before taking marketing and business decisions.