Marketing Research

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The American Marketing Association (AMA) defines marketing research as, "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." AMA. [1]

Steps to Conduct Basic Marketing Research[edit | edit source]

  1. Define the problem
  2. Capture existing data
  3. Capture primary data
  4. Analyze data
  5. Report findings

See Also[edit | edit source]

References[edit | edit source]