Marketing research

Marketing
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Research

Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior.

This involves specifying the data required to address these issues, then designing the method for collecting information, managing and implementing the data collection process. After analyzing the collected data, these results and findings, including their implications, are forwarded to those empowered to act on them.[1]

Market research, marketing research, and marketing are a sequence of business activities;[2][3] sometimes these are handled informally.[4]

The field of marketing research is much older than that of market research.[5] Although both involve consumers, Marketing research is concerned specifically with marketing processes, such as advertising effectiveness and salesforce effectiveness, while market research is concerned specifically with markets and distribution.[6] Two explanations given for confusing market research with marketing research are the similarity of the terms and also that market research is a subset of marketing research.[7][8][9] Further confusion exists because of major companies with expertise and practices in both areas.[10]

  1. ^ "Definition of Marketing". American Marketing Association. 2010-12-27. Archived from the original on December 27, 2010. Retrieved 2011-12-02. Approved by the AMA Board of Directors in October 2007, the Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language in Marketing Project {{cite web}}: External link in |quote= (help)
  2. ^ "Commercial Item Handbook" (PDF). market research is a business operation
  3. ^ Alex Burke (17 December 2011). "What Is Formulated Marketing?". Hearst Newspapers. Marketing is a business process that ..
  4. ^ Susan J. Hart; John R. Webb; Marian V. Jones. "Export Marketing Research and the Effect of Export Experience in Industrial SMEs": 18. CiteSeerX 10.1.1.461.857. Size of firm seems to be related to the use of informal market research {{cite journal}}: Cite journal requires |journal= (help)
  5. ^ Journal of Marketing, Vol. 14, No. 5 (Apr., 1950) pp. 733-736 https://www.jstor.org/stable/1246952?seq=1#fndtn-page_scan_tab_contents
  6. ^ McDonald, Malcolm (2007), Marketing Plans (6th ed.), Oxford, England: Butterworth-Heinemann, ISBN 978-0-7506-8386-9
  7. ^ "Market Research END-TO-END Benefits". September 6, 2014. Because Market Research is a subset of Marketing Research, it is easy to see why the two terms are often confused.
  8. ^ "Difference between Market Research and Marketing Research". 9 January 2018.
  9. ^ Market Research is a subset of Marketing Research"Difference Between Market & Marketing Research". September 24, 2019. Market Research is a subset of Marketing Research
  10. ^ US Census data is both for Market research and for Marketing research: "NAPCS Product List for NAICS 54191: Marketing Research" (PDF). data collection services for marketing research and public opinion surveys, by methods other than ... data collection services provided as part of a market research services package that includes