Harvard Business Review: Should You Listen to the Customer?

Read the case study: Should You Listen to the Customer (link below).

Write a paper in which you analyze the process of gathering information and collecting marketing research.

Use Dalacroix as your example and make the case for and against the use of marketing research and consumer input. Defend both Nataslia’s and Elizabeth’s perspectives.

  • Nataslia, executive director, believes that artistic considerations should drive the type of dance offered by Dalacroix
  • 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.
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