Marketing Research


Market research is a widely used tool for discovering opportunities in the market. Consider strengths, weaknesses and success factors and learn how to aid marketing decision-making with a five-step implementation plan.

Technique Overview

Marketing Research

Marketing Research Definition

Marketing research provides commercial and non-commercial organisations with information to aid in marketing decision-making. The information is externally focused, concentrating on customers, markets and competitors. (Wilson, 2006). The processing of information is the main function of marketing research. It is used to identify and define marketing opportunities and problems, to generate, refine and evaluate marketing actions, monitor marketing performance and to improve understanding of marketing processes (Kotler & Armstrong, 2009).

Marketing Research Description *

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Business Evidence

Marketing Research Strengths *

Marketing Research Weaknesses *

Examples of Marketing Research *

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Business Application

Marketing Research Implementation *

Success Factors of Marketing Research *

Measures of Marketing Research *

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Professional Tools

Marketing Research Videos *

Marketing Research Downloads *

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Further Reading

Marketing Research Web Resources *

Marketing Research Print Resources *

Marketing Research References (4 of up to 20) *

  • Arthur, C. (2011) Apple to Release Cheaper iPhone 4 Within Weeks: The Guardian, Aug, 24: [online] Available at: (http://www.guardian.co.uk/technology/2011/aug/24/apple-cheaper-iphone-4?INTCMP=SRCH). [Accessed 4 November 2015].
  • BBC News (2010) Curry’s Sales Boosted By TVs and iPads, Sept 2 [online] Available at: (http://www.bbc.co.uk/news/business-11161850). [Accessed 4 November 2015].
  • Bradley, N. (2010) Marketing Research: Tools and Techniques, 2nd ed., Oxford University Press.
  • Evans, G. (2011) Morrison Reports 8% Profits Rise, The Independent, Sept 8 [online] Available at: (http://www.independent.co.uk/news/business/news/morrisons-reports-8-profits-rise-2351155.html). [Accessed April 2015].

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