marketing research definition

marketing research

Scientific discovery methods applied to marketing decision making. It generally comprises of (1) Market research: identification of a specific market and measurement of its size and other characteristics. (2) Product research: identification of a need or want and the characteristic of the good or service that will satisfy it. (3) Consumer research: identification of the preferences, motivations, and buying behavior of the targeted customer. Information for marketing research is collected from direct observation of the consumers (such as in retail stores), mail surveys, telephone or face-to-face interviews, and from published sources (such as demographic data). The main objective is to find a real need and fulfill it in a most cost effective and timely manner. Also called market research.

marketing research is in the Advertising, Marketing, & Sales and Decision Making, Problem Solving, & Strategy subjects.

marketing research appears in the definitions of the following terms: opinion poll, aided recall, market research, perceptual mapping, simulated test market and SELECT

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