p. 3 \"The systematic and objective process of \ngenerating information to aid in making marketing \ndecisions\" for all aspects of the marketing mix

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Research should be used like a decision support \nsystem, as opposed to an expert system - it \nonly helps you make better decisions, it doesn\"t \nmake the decisions for you

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Purpose: to aid in making marketing \ndecisions
Method: systematic and objective process
Systematic because there is a \nscientific method or process that \nmust be followed to ensure the \nquality of information
Objectiveness is important because \nthe value of information is reduced by \npersonal and/or methodological bias
Deliverable: generate information

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Website:

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http://www.marketingteacher.com/Lessons/lesson_marketing_research.htm
\"Marketing research is about researching \nthe whole of a company\"s marketing \nprocess.\" Palmer (2000).
Market research and marketing research are \noften confused. \"Market\" research is simply \nresearch into a specific market. It is a very \nnarrow concept. \"Marketing\" research is much \nbroader. It not only includes \"market\" research, \nbut also areas such as research into new \nproducts, or modes of distribution such as via the \nInternet.

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Definition from the AMA:

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\"Marketing research is the function that links \nthe consumer, customer, and public to the \nmarketer through information - information used \nto identify and define marketing opportunities and \nproblems; generate, refine, and evaluate \nmarketing actions; monitor marketing \nperformance; and improve understanding of \nmarketing as a process. Marketing research \nspecifies the information required to address \nthese issues, designs the methods for collecting \ninformation, manages and implements the data \ncollection process, analyzes, and communicates \nthe findings and their implications.\"

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American Marketing association - Official \nDefinition of Marketing Research

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Chp 1: Role of Marketing Research