□ Definition of Marketing Research
Marketing research is the function that 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 issues,
designs the method for collecting information, manages and implements
the data collection process, analyzes the results, and communicates
the findings and their implications. (Approved October 2004)
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