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,manage and implements the data collection process,analyzes the result,and communicates the findings and their implications. ( American Marketing Association)
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