Introduction to Market Research and Planning. The Theory and Practice and the Benefits

Marketing research plays a significant part in the development of marketing plans because it allows the organisation to become less isolated from the key trends and changes, which surround their product. To continue to be successful, organisations must receive information, from the researcher that is clear and accurate. It also has to satisfy your pre-determined goal for your research.
"Marketing research is the function which links the consumer, customer and the public to the marketer through information."
…