Principles of marketing/PMKT102/Researching customer needs and preferences/Required reading

Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to: Marketing research specifies the information required to address these issues:
 * identify and define marketing opportunities and problems;
 * generate, refine, and evaluate marketing actions; monitor marketing performance; and
 * improve understanding of marketing as a process.
 * designs the methods for collecting information,
 * manages and implements the data collection process, and
 * analyzes and communicates the findings and their implications.