Marketing Research
Definition of Marketing Research
Marketing research is the systematic and objective, identification,
collection, analysis, dissemination and use of information for the purpose of
improving decision making related to the identification and solution of problems
and opportunities in marketing.
Classification of marketing research
There are two types of marketing research:
◦
Problem
identification research
◦
Problem
solving research
Problem identification research
Research that is undertaken to help identify problems that are not
necessarily apparent on the surface and yet exit or are likely to arise in the
future.
Problem solving research
Research is that undertaken to help solve specific marketing problems.
