This paper discusses the relationship between
marketing research and marketing strategy and tactics, according to Pravat
Choudhury and Geng Cui's article, "Consumer Interests and the Ethical Implications of
Marketing: A Contingency Framework," as it appears in the "Journal of Consumer Affairs". The paper includes a brief summary of the article, describing the purpose of the marketing research and assessing the importance of this research in relation to the organization's marketing
strategy and tactics. A summary of the research is presented in the conclusion.