The Probert Encyclopaedia of Money

MARKETING RESEARCH

Marketing research is the systematic collection and analysis of data to resolve problems concerning marketing, undertaken to reduce the risk of inappropriate marketing activity. Data is almost always collected from a sample of the target market, by such methods as observation, interviews, and audit of shop sales. Interviews are the most common technique, and can be carried out face-to-face, by telephone, or by post. When the results have been analysed (usually by computer), recommendations regarding the original problem can be made. Market research uses marketing research techniques with the restricted objective of discovering the size of the market for a particular brand or product.
Research Marketing Research