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Introducing Market Research
Understanding Market Research
Marketing research is one of the principal tools for answering questions because it:
Links the consumer, customer, and public to the market through information used to identify and define marketing
Generates, refines, and evaluates marketing actions
Monitors marketing performance
Underlines the understanding of marketing as a process
Provides Answers and direction
The systematic and objective process of generating ‘information’ for aid in making marketing decisions
Marketing Research
This process includes:
specifying what information is required;
designing the method for collecting information;
managing and implementing the collection of data;
analyzing the results; and
communicating the findings and their implications.
The Marketing Research Process