3. Marketing Research has two words, viz., marketing and research.
Marketing means involves time, place and possession utilities
Research means a systematic and complete study of a problem.
It is done by experts. It uses scientific methods.
Thus, we can say, “Marketing Research is a systematic method of
collecting, recording and analyzing of data, which is used to solve
A company faces many marketing problems. It faces problems
about consumers, product, market competition, sales promotion,
etc. Marketing research helps to solve these problems.
4. According to American Marketing Association (AMA),
“Marketing Research is the systematic gathering, recording and
analysing of data about problems relating to the marketing of
goods and services.”
According to Philip Kotler,
“Marketing Research is a systematic problem analysis, model
building and fact finding for the purpose of improved decision-
making and control in the marketing of goods and services.”
According to David Luck, Donald Taylor and Hugh Wales,
“Marketing Research is the application of scientific methods in
the solution of marketing problems.”
7. Product Research (Quality, design, variety, analysis of product
Market Research (Estimation of Demand and Sales, strengths
and weaknesses of competitors, govt policies)
Consumer Research (needs and wants, levels of satisfaction)
Promotion research (Consumer motives, attitude, reasons for
Pricing Research(Pricing policies and strategies)
Distribution Research (Deciding channels, channels
performance, modes of transportation etc.)