Explain the purpose of marketing research.

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?