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:

  • designs the methods for collecting information,
  • manages and implements the data collection process, and
  • analyzes and communicates the findings and their implications.

—The American Marketing Association


Marketing research

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