Title: Explain the purpose of marketing research.
Course: Marketing Management (12166) > Section: Exploring Marketing Research and Segmentation

Explanation should include a definition of marketing research and a commentary on its role in marketing information systems, to include gathering, analyzing, and disseminating information about

- consumers
- target market and customer base
- competition and company perception
- products and services
- industry trends.

Process/Skill Questions:

- What is marketing research?
- Who uses marketing research?
- Why is marketing research beneficial?
- What are the methods marketers use to conduct research?
- What are the steps in the research process?
- Why is it important to protect data collected?
- How is marketing research related to the marketing concept?
- How does marketing research relate to company profitability?