Marketing Research

First, 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. The motto of every researcher should be, “Find it and tell it like it is.” The objective nature of marketing research underscores the importance of ethical considerations.

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

Marketing research may be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing.