Marketing Research - An Overview

Marketing research can be defined as the collection and analysis of information to support marketing decision making, and the communication of this analysis to management. The corollary of this definition might be that marketing research is only done if there is at least a potential for a decision to be made because of it.
We can distinguish four types of market research objective:
·<Tab/>Exploratory: done to set the framework for later research and give the researcher some preliminary information about the subject. Nowadays this is frequently a highly "web-ba…