Marketing Research Lesson

Powerful Essays
Chapter I. MARKETING RESEARCH
From Wikipedia, the free encyclopedia
Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes.[1] It has been described as "the function that links the consumers, customers, 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 method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications."[2]
“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 the issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications.” American Marketing Association (AMA)- Official Definition of Marketing Research
How do the professionals do marketing research?
Obviously, this is a very long and involved definition of marketing research. “Marketing research is

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