Definition of
Marketing Research Biography
Marketing research is "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."[1]
It is the systematic gathering, recording, and analysis of
qualitative and quantitative 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.[2]
Marketing research is often partitioned into two sets of
categorical pairs, either by target market:
Consumer marketing
research, and
Business-to-business (B2B) marketing research
Or, alternatively, by methodological approach:
Qualitative
marketing research, and
Quantitative
marketing research
Consumer marketing research is a form of applied sociology
that concentrates on understanding the preferences, attitudes, and behaviors of
consumers in a market-based economy, and it aims to understand the effects and
comparative success of marketing campaigns. The field of consumer marketing research
as a statistical science was pioneered by Arthur Nielsen with the founding of
the ACNielsen Company in 1923.[3]
Definition of
Marketing Research
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Marketing Research
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Marketing Research
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Marketing Research
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Definition of
Marketing Research
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Marketing Research
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Marketing Research
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Marketing Research
Definition of
Marketing Research
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