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WHAT IS MARKETING RESEARCH


                MARKETING RESEARCH

      Simply, marketing research is systematic efforts for the solution of marketing problems. It covers the field of problems, techniques and other aspects of marketing and related decision-making and other implementation. In fact, the subject of marketing research is the result of consumer-oriented marketing. Marketing research links the organisation with its market environment. In involves specifying, gathering, analyzing and interpreting information to help the management to understand the environment, identify problems and opportunities, and develop and evaluate courses of marketing action. It is a composite term which relates to all research activities and functions of marketing.

It would be useful here to study some definitions of marketing research. According to J.B. Giles, marketing research is, “The objective and systematic collection, recording, analysis, interpretation and reporting of information about existing or potential markets, marketing strategies and tactics and the interaction between markets, marketing methods and current or potential products or services.” In the words of Clark and Clark “Marketing research is the careful and objective study of product, design, markets and such transfer activities as physical distribution and warehousing, advertisement and sales Marketing.” 

    The American Marketing Association has defined marketing research as “The systematic gathering, recording and analyzing of data about problems relating to the marketing if goods and services.” This committee has defined it in a new sense that marketing research is the function which links the consumer, customer, and public to the marketer through information-information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
Marketing research specifies the information required to address these issue; design the method for collecting information; managers and implements the data collection process; analyse the result; and communicates the findings and their implications. Philip Kotler defines it as “Marketing research is the systematic problem analysis, model building and fact finding for the purpose of improved decision-making and control in the marketing of goods and services.” He further states that ‘marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.’

According to Ronald and Ted, “Marketing research may be defined as the systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and service under essentially non-recurring conditions. David and Wales say that ‘Marketing research is the branch of marketing intelligence that conducts specific inquiries into problems in order to guide decision.’ Green and Tall feel that ‘Marketing research is the systematic and objective research for analysis of information relevant to the identification and solution of any problem in the field of marketing.’ Luck, Wales and Tylor have the same view. According to them, “Marketing research may be defined as the application of scientific method to the solution of marketing problems.” Crist views that ‘Marketing research is the systematic, objective and exhaustive research for and study of the facts relevant to any problem in the field of marketing.’

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