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January 16, 2014

Marketing Research - an Introduction

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Marketing Research is just one part of an ongoing Marketing Information System. Marketing Research is used to obtain information on a particular marketing issues.

Marketing Research involves systematically gathering, recording and analyzing information about specific issues related to marketing of goods, services, organization, people, places and ideas.

Marketing Research is the systematic and objective identification, collection, analysis, dissemination and use of information for the purpose of improving decision making related to the identification and solution of problems (or opportunities) in marketing.

The Board of Directors of the American Marketing Association has approved the following as the new definition of  Marketing Research.

Marketing Research is the function that links the consumer, customer, and public to the marketer through information  - information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

Marketing Research specifies the information required to address these issues :
  • Design the methods for collecting information
  • Manages and implements the data collection process
  • Analyzes the results
  • Communicates the findings and their implications

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