The primary reason for developing a marketing-research brief is to accomplish what?

Developing a marketing-research brief is essential for clarifying the purpose of the research. This document outlines the objectives, goals, and key questions that the research aims to address. By establishing a clear purpose, all stakeholders involved in the research can align their efforts and ensure that the findings directly support marketing strategies and decision-making. A well-defined research purpose helps guide the methodology, the types of data collected, and the interpretation of results, making it a foundational element of any successful research project.

In contrast, summarizing raw data serves a different function, which is post-research analysis rather than pre-research planning. Identifying changes in the marketplace is often a result of the insights gained from the research, not a reason for developing the brief. Lastly, explaining the survey's rating scale pertains to the specifics of data collection rather than the overarching objectives of the research study. Understanding the purpose of the research, therefore, is the key driver behind creating a marketing-research brief.