Marketing Research as a Means of Information for the Strategic Decision-Making

The decisions taken by enterprises indicate the necessity of a market research and the customers satisfaction. Through these two aspects, it should be questioned if the decisions taken based on researches influence the customers satisfact. As the theoretical background we apply: market research, decision making and customers satisfaction. It was also carried out a comparative case study in two chemical products companies in which one of them often carries out market research. The conclusions of this study point that market research is a tool that provides safe and precise information about the market in order to lead to market decision. However, data over customer's satisfaction levels state that decision making through research have no direct influence on customers satisfaction. According to this, it is suggested that other indicators should be researched.