Lompat ke konten Lompat ke sidebar Lompat ke footer

Definition of Market Research

Marketing research is a systematic activity and has a goal in terms of problem identification, data collection opportunities, data processing and analysis, dissemination of useful information to assist management in making decisions and effective-efficient solutions in the company's marketing field (Sunrata, 2007).
Definition of Market Research

The American Marketing Association (AMA) formally defines marketing research as the function that connects consumers, customers, and society with marketers. Market research links all three through information - information used to identify and define marketing opportunities and problems.

The information is also used to create, improve and implement marketing actions, integrate marketing methods, and improve understanding of marketing as a process.

The definition of marketing research according to Malhotra is the collection, analysis, dissemination, and use of information in a systematic and objective manner. This information is used to help managers make decisions related to attention and problem solving in marketing (Malhotra, 2005).

Marketing research is carried out objectively and impartially and seeks to provide accurate information that reflects the actual situation. Accurate information and objectivity of research results will greatly assist management in making decisions that are considered the best. Systematic planning is required at all stages of the marketing research process given that marketing research is a systematic series of activities.