Marketing Research is a function that links the consumer, customer, and public to the marketer through information. This information is 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 method for collecting information, manages and implements the data collection process, analyses the results, and communicates the findings and their implications.
In other words, Marketing Research is a systematic and objective research for and analysis of information relevant to the identification and solution of any problem in the field of marketing.
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