Marketing Research

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Name : Sua Shin Yao 15723

2. According to the Marketing Research Association(2000), Marketing Research is defined as follows: "Marketing Research is the function which 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, analyzes, and communicates the findings and their implications. As a whole, marketing research is about researching the whole of a company’s marketing process.

Marketing research is a $1.3-billion-dollar-a-year industry. The industry is growing at over 10 percent a year, with profits running at a similar level. Marketing Research provides, analyzes, and interprets information for manufacturers on how consumers view their products and services and on how they can better meet consumer needs. The ultimate goal is to please the consumer in order to get, or keep, the consumer 's business.
Marketing research is systematic. Thus systematic planning is required at all the stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented and as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses. Marketing research is objective. It attempts to provide accurate information that reflects a true state of affairs. It should be conducted impartially. While research is always influenced by the researcher 's research philosophy, it should be free from the personal or political biases of the researcher or the management.
The basic purpose of marketing research is to reduce uncertainty

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