the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
marketing research process
defining problem and research objectives; developing the research plan for collecting information; implementing the research plan - collecting and analyzing data; interpreting and reporting the findings
marketing research to gather preliminary information that will help define problems and suggest hypotheses
marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers
marketing research to test hypotheses about cause-and-effect relationships
form of observational research that involves sending trained pbservers to watch and interact with consumers in their "natural habitat"