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business research</span> </div> </a> <ul id="toc-Related_business_research-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Classification" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Classification"> <div class="vector-toc-text"> <span class="vector-toc-numb">6</span> <span>Classification</span> </div> </a> <ul id="toc-Classification-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Marketing_Techniques" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Marketing_Techniques"> <div class="vector-toc-text"> <span class="vector-toc-numb">7</span> <span>Marketing Techniques</span> </div> </a> <ul id="toc-Marketing_Techniques-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Methods" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Methods"> <div class="vector-toc-text"> <span class="vector-toc-numb">8</span> <span>Methods</span> </div> </a> <ul id="toc-Methods-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Business_to_business" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Business_to_business"> <div class="vector-toc-text"> <span class="vector-toc-numb">9</span> <span>Business to business</span> </div> </a> <ul id="toc-Business_to_business-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-International_plan" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#International_plan"> <div class="vector-toc-text"> <span class="vector-toc-numb">10</span> <span>International plan</span> </div> </a> <ul id="toc-International_plan-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Common_terms" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Common_terms"> <div class="vector-toc-text"> <span class="vector-toc-numb">11</span> <span>Common terms</span> </div> </a> <ul id="toc-Common_terms-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Careers" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Careers"> <div class="vector-toc-text"> <span class="vector-toc-numb">12</span> <span>Careers</span> </div> </a> <ul id="toc-Careers-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Corporate_hierarchy" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Corporate_hierarchy"> <div class="vector-toc-text"> <span class="vector-toc-numb">13</span> <span>Corporate hierarchy</span> </div> </a> <ul id="toc-Corporate_hierarchy-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-See_also" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#See_also"> <div class="vector-toc-text"> <span class="vector-toc-numb">14</span> <span>See also</span> </div> </a> <ul id="toc-See_also-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Notes" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Notes"> <div class="vector-toc-text"> <span class="vector-toc-numb">15</span> <span>Notes</span> </div> </a> <ul id="toc-Notes-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-References" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#References"> <div class="vector-toc-text"> <span class="vector-toc-numb">16</span> <span>References</span> </div> </a> <ul id="toc-References-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-External_links" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#External_links"> <div class="vector-toc-text"> <span class="vector-toc-numb">17</span> <span>External links</span> </div> </a> <ul id="toc-External_links-sublist" class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav aria-label="Contents" class="vector-toc-landmark"> <div id="vector-page-titlebar-toc" class="vector-dropdown vector-page-titlebar-toc vector-button-flush-left" > <input type="checkbox" id="vector-page-titlebar-toc-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-page-titlebar-toc" class="vector-dropdown-checkbox " aria-label="Toggle the table of contents" > <label id="vector-page-titlebar-toc-label" for="vector-page-titlebar-toc-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--icon-only " aria-hidden="true" ><span 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Available in 28 languages" > <label id="p-lang-btn-label" for="p-lang-btn-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--action-progressive mw-portlet-lang-heading-28" aria-hidden="true" ><span class="vector-icon mw-ui-icon-language-progressive mw-ui-icon-wikimedia-language-progressive"></span> <span class="vector-dropdown-label-text">28 languages</span> </label> <div class="vector-dropdown-content"> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li class="interlanguage-link interwiki-ar mw-list-item"><a href="https://ar.wikipedia.org/wiki/%D8%A8%D8%AD%D9%88%D8%AB_%D8%AA%D8%B3%D9%88%D9%8A%D9%82" title="بحوث تسويق – Arabic" lang="ar" hreflang="ar" data-title="بحوث تسويق" data-language-autonym="العربية" data-language-local-name="Arabic" class="interlanguage-link-target"><span>العربية</span></a></li><li class="interlanguage-link interwiki-az mw-list-item"><a href="https://az.wikipedia.org/wiki/Marketinq_ara%C5%9Fd%C4%B1rmalar%C4%B1" title="Marketinq araşdırmaları – Azerbaijani" lang="az" hreflang="az" data-title="Marketinq araşdırmaları" data-language-autonym="Azərbaycanca" data-language-local-name="Azerbaijani" class="interlanguage-link-target"><span>Azərbaycanca</span></a></li><li class="interlanguage-link interwiki-bn mw-list-item"><a href="https://bn.wikipedia.org/wiki/%E0%A6%AC%E0%A6%BE%E0%A6%9C%E0%A6%BE%E0%A6%B0%E0%A6%9C%E0%A6%BE%E0%A6%A4%E0%A6%95%E0%A6%B0%E0%A6%A3_%E0%A6%97%E0%A6%AC%E0%A7%87%E0%A6%B7%E0%A6%A3%E0%A6%BE" title="বাজারজাতকরণ গবেষণা – Bangla" lang="bn" hreflang="bn" data-title="বাজারজাতকরণ গবেষণা" data-language-autonym="বাংলা" data-language-local-name="Bangla" class="interlanguage-link-target"><span>বাংলা</span></a></li><li class="interlanguage-link interwiki-bg mw-list-item"><a href="https://bg.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3%D0%BE%D0%B2%D0%BE_%D0%B8%D0%B7%D1%81%D0%BB%D0%B5%D0%B4%D0%B2%D0%B0%D0%BD%D0%B5" title="Маркетингово изследване – Bulgarian" lang="bg" hreflang="bg" data-title="Маркетингово изследване" data-language-autonym="Български" data-language-local-name="Bulgarian" class="interlanguage-link-target"><span>Български</span></a></li><li class="interlanguage-link interwiki-cs mw-list-item"><a href="https://cs.wikipedia.org/wiki/Marketingov%C3%BD_v%C3%BDzkum" title="Marketingový výzkum – Czech" lang="cs" hreflang="cs" data-title="Marketingový výzkum" data-language-autonym="Čeština" data-language-local-name="Czech" class="interlanguage-link-target"><span>Čeština</span></a></li><li class="interlanguage-link interwiki-de mw-list-item"><a href="https://de.wikipedia.org/wiki/Marketingforschung" title="Marketingforschung – German" lang="de" hreflang="de" data-title="Marketingforschung" data-language-autonym="Deutsch" data-language-local-name="German" class="interlanguage-link-target"><span>Deutsch</span></a></li><li class="interlanguage-link interwiki-fa mw-list-item"><a href="https://fa.wikipedia.org/wiki/%D8%AA%D8%AD%D9%82%DB%8C%D9%82%D8%A7%D8%AA_%D8%A8%D8%A7%D8%B2%D8%A7%D8%B1%DB%8C%D8%A7%D8%A8%DB%8C" title="تحقیقات بازاریابی – Persian" lang="fa" hreflang="fa" data-title="تحقیقات بازاریابی" data-language-autonym="فارسی" data-language-local-name="Persian" class="interlanguage-link-target"><span>فارسی</span></a></li><li class="interlanguage-link interwiki-ko mw-list-item"><a href="https://ko.wikipedia.org/wiki/%EB%A7%88%EC%BC%80%ED%8C%85_%EC%A1%B0%EC%82%AC" title="마케팅 조사 – Korean" lang="ko" hreflang="ko" data-title="마케팅 조사" data-language-autonym="한국어" data-language-local-name="Korean" class="interlanguage-link-target"><span>한국어</span></a></li><li class="interlanguage-link interwiki-id mw-list-item"><a href="https://id.wikipedia.org/wiki/Riset_marketing" title="Riset marketing – Indonesian" lang="id" hreflang="id" data-title="Riset marketing" data-language-autonym="Bahasa Indonesia" data-language-local-name="Indonesian" class="interlanguage-link-target"><span>Bahasa Indonesia</span></a></li><li class="interlanguage-link interwiki-it mw-list-item"><a href="https://it.wikipedia.org/wiki/Ricerca_di_mercato" title="Ricerca di mercato – Italian" lang="it" hreflang="it" data-title="Ricerca di mercato" data-language-autonym="Italiano" data-language-local-name="Italian" class="interlanguage-link-target"><span>Italiano</span></a></li><li class="interlanguage-link interwiki-kn mw-list-item"><a href="https://kn.wikipedia.org/wiki/%E0%B2%B5%E0%B3%8D%E0%B2%AF%E0%B2%BE%E0%B2%AA%E0%B2%BE%E0%B2%B0%E0%B3%8B%E0%B2%A6%E0%B3%8D%E0%B2%AF%E0%B2%AE_%E0%B2%B8%E0%B2%82%E0%B2%B6%E0%B3%8B%E0%B2%A7%E0%B2%A8%E0%B3%86" title="ವ್ಯಾಪಾರೋದ್ಯಮ ಸಂಶೋಧನೆ – Kannada" lang="kn" hreflang="kn" data-title="ವ್ಯಾಪಾರೋದ್ಯಮ ಸಂಶೋಧನೆ" data-language-autonym="ಕನ್ನಡ" data-language-local-name="Kannada" class="interlanguage-link-target"><span>ಕನ್ನಡ</span></a></li><li class="interlanguage-link interwiki-lo mw-list-item"><a href="https://lo.wikipedia.org/wiki/%E0%BA%81%E0%BA%B2%E0%BA%99%E0%BA%A7%E0%BA%B4%E0%BB%84%E0%BA%88%E0%BA%81%E0%BA%B2%E0%BA%99%E0%BA%95%E0%BA%B0%E0%BA%AB%E0%BA%A5%E0%BA%B2%E0%BA%94" title="ການວິໄຈການຕະຫລາດ – Lao" lang="lo" hreflang="lo" data-title="ການວິໄຈການຕະຫລາດ" data-language-autonym="ລາວ" data-language-local-name="Lao" class="interlanguage-link-target"><span>ລາວ</span></a></li><li class="interlanguage-link interwiki-lv mw-list-item"><a href="https://lv.wikipedia.org/wiki/M%C4%81rketinga_p%C4%93t%C4%AB%C5%A1ana" title="Mārketinga pētīšana – Latvian" lang="lv" hreflang="lv" data-title="Mārketinga pētīšana" data-language-autonym="Latviešu" data-language-local-name="Latvian" class="interlanguage-link-target"><span>Latviešu</span></a></li><li class="interlanguage-link interwiki-hu mw-list-item"><a href="https://hu.wikipedia.org/wiki/Marketingkutat%C3%A1s" title="Marketingkutatás – Hungarian" lang="hu" hreflang="hu" data-title="Marketingkutatás" data-language-autonym="Magyar" data-language-local-name="Hungarian" class="interlanguage-link-target"><span>Magyar</span></a></li><li class="interlanguage-link interwiki-mn mw-list-item"><a href="https://mn.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3%D0%B8%D0%B9%D0%BD_%D1%81%D1%83%D0%B4%D0%B0%D0%BB%D0%B3%D0%B0%D0%B0" title="Маркетингийн судалгаа – Mongolian" lang="mn" hreflang="mn" data-title="Маркетингийн судалгаа" data-language-autonym="Монгол" data-language-local-name="Mongolian" class="interlanguage-link-target"><span>Монгол</span></a></li><li class="interlanguage-link interwiki-ja mw-list-item"><a href="https://ja.wikipedia.org/wiki/%E3%83%9E%E3%83%BC%E3%82%B1%E3%83%86%E3%82%A3%E3%83%B3%E3%82%B0%E3%83%AA%E3%82%B5%E3%83%BC%E3%83%81" title="マーケティングリサーチ – Japanese" lang="ja" hreflang="ja" data-title="マーケティングリサーチ" data-language-autonym="日本語" data-language-local-name="Japanese" class="interlanguage-link-target"><span>日本語</span></a></li><li class="interlanguage-link interwiki-pl mw-list-item"><a href="https://pl.wikipedia.org/wiki/Badania_marketingowe" title="Badania marketingowe – Polish" lang="pl" hreflang="pl" data-title="Badania marketingowe" data-language-autonym="Polski" data-language-local-name="Polish" class="interlanguage-link-target"><span>Polski</span></a></li><li class="interlanguage-link interwiki-pt mw-list-item"><a href="https://pt.wikipedia.org/wiki/Pesquisa_de_marketing" title="Pesquisa de marketing – Portuguese" lang="pt" hreflang="pt" data-title="Pesquisa de marketing" data-language-autonym="Português" data-language-local-name="Portuguese" class="interlanguage-link-target"><span>Português</span></a></li><li class="interlanguage-link interwiki-ro mw-list-item"><a href="https://ro.wikipedia.org/wiki/Cercetare_de_marketing" title="Cercetare de marketing – Romanian" lang="ro" hreflang="ro" data-title="Cercetare de marketing" data-language-autonym="Română" data-language-local-name="Romanian" class="interlanguage-link-target"><span>Română</span></a></li><li class="interlanguage-link interwiki-ru mw-list-item"><a href="https://ru.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3%D0%BE%D0%B2%D0%BE%D0%B5_%D0%B8%D1%81%D1%81%D0%BB%D0%B5%D0%B4%D0%BE%D0%B2%D0%B0%D0%BD%D0%B8%D0%B5" title="Маркетинговое исследование – Russian" lang="ru" hreflang="ru" data-title="Маркетинговое исследование" data-language-autonym="Русский" data-language-local-name="Russian" class="interlanguage-link-target"><span>Русский</span></a></li><li class="interlanguage-link interwiki-fi mw-list-item"><a href="https://fi.wikipedia.org/wiki/Markkinointitutkimus" title="Markkinointitutkimus – Finnish" lang="fi" hreflang="fi" data-title="Markkinointitutkimus" data-language-autonym="Suomi" data-language-local-name="Finnish" class="interlanguage-link-target"><span>Suomi</span></a></li><li class="interlanguage-link interwiki-ta mw-list-item"><a href="https://ta.wikipedia.org/wiki/%E0%AE%9A%E0%AE%A8%E0%AF%8D%E0%AE%A4%E0%AF%88%E0%AE%AA%E0%AF%8D%E0%AE%AA%E0%AE%9F%E0%AF%81%E0%AE%A4%E0%AF%8D%E0%AE%A4%E0%AE%B2%E0%AF%8D_%E0%AE%86%E0%AE%B0%E0%AE%BE%E0%AE%AF%E0%AF%8D%E0%AE%9A%E0%AF%8D%E0%AE%9A%E0%AE%BF" title="சந்தைப்படுத்தல் ஆராய்ச்சி – Tamil" lang="ta" hreflang="ta" data-title="சந்தைப்படுத்தல் ஆராய்ச்சி" data-language-autonym="தமிழ்" data-language-local-name="Tamil" class="interlanguage-link-target"><span>தமிழ்</span></a></li><li class="interlanguage-link interwiki-tr mw-list-item"><a href="https://tr.wikipedia.org/wiki/Pazarlama_ara%C5%9Ft%C4%B1rmas%C4%B1" title="Pazarlama araştırması – Turkish" lang="tr" hreflang="tr" data-title="Pazarlama araştırması" data-language-autonym="Türkçe" data-language-local-name="Turkish" class="interlanguage-link-target"><span>Türkçe</span></a></li><li class="interlanguage-link interwiki-uk mw-list-item"><a href="https://uk.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3%D0%BE%D0%B2%D0%B5_%D0%B4%D0%BE%D1%81%D0%BB%D1%96%D0%B4%D0%B6%D0%B5%D0%BD%D0%BD%D1%8F" title="Маркетингове дослідження – Ukrainian" lang="uk" hreflang="uk" data-title="Маркетингове дослідження" data-language-autonym="Українська" data-language-local-name="Ukrainian" class="interlanguage-link-target"><span>Українська</span></a></li><li class="interlanguage-link interwiki-vec mw-list-item"><a href="https://vec.wikipedia.org/wiki/Riserche_de_marc%C3%A0" title="Riserche de marcà – Venetian" lang="vec" hreflang="vec" data-title="Riserche de marcà" data-language-autonym="Vèneto" data-language-local-name="Venetian" class="interlanguage-link-target"><span>Vèneto</span></a></li><li class="interlanguage-link interwiki-vi mw-list-item"><a href="https://vi.wikipedia.org/wiki/Nghi%C3%AAn_c%E1%BB%A9u_ti%E1%BA%BFp_th%E1%BB%8B" title="Nghiên cứu tiếp thị – Vietnamese" lang="vi" hreflang="vi" data-title="Nghiên cứu tiếp thị" data-language-autonym="Tiếng Việt" data-language-local-name="Vietnamese" class="interlanguage-link-target"><span>Tiếng Việt</span></a></li><li class="interlanguage-link interwiki-zh-yue mw-list-item"><a href="https://zh-yue.wikipedia.org/wiki/%E5%B8%82%E5%A0%B4%E5%AD%B8%E7%A0%94%E7%A9%B6" title="市場學研究 – Cantonese" lang="yue" hreflang="yue" data-title="市場學研究" data-language-autonym="粵語" data-language-local-name="Cantonese" class="interlanguage-link-target"><span>粵語</span></a></li><li class="interlanguage-link interwiki-zh mw-list-item"><a href="https://zh.wikipedia.org/wiki/%E5%B8%82%E5%A0%B4%E7%A0%94%E7%A9%B6" title="市場研究 – Chinese" lang="zh" hreflang="zh" data-title="市場研究" data-language-autonym="中文" data-language-local-name="Chinese" class="interlanguage-link-target"><span>中文</span></a></li> </ul> <div class="after-portlet after-portlet-lang"><span class="wb-langlinks-edit wb-langlinks-link"><a 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a{color:var(--color-progressive)!important}}@media print{body.ns-0 .mw-parser-output .sidebar{display:none!important}}</style><table class="sidebar sidebar-collapse nomobile nowraplinks hlist"><tbody><tr><th class="sidebar-title" style="background: #ddf;"><a href="/wiki/Marketing" title="Marketing">Marketing</a></th></tr><tr><td class="sidebar-above" style="border:none;"> <ul><li><a href="/wiki/Marketing_management" title="Marketing management">Management</a></li></ul></td></tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Key concepts</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Distribution_(business)" class="mw-redirect" title="Distribution (business)">Distribution</a></li> <li><a href="/wiki/Pricing" title="Pricing">Pricing</a></li> <li><a href="/wiki/Retail" title="Retail">Retail</a></li> <li><a href="/wiki/Service_(economics)" title="Service (economics)">Service</a></li> <li><a href="/wiki/Marketing_activation" title="Marketing activation">Activation</a></li> <li><a href="/wiki/Brand_licensing" title="Brand licensing">Brand licensing</a></li> <li><a href="/wiki/Brand_management" title="Brand management">Brand management</a></li> <li><a href="/wiki/Co-creation" title="Co-creation">Co-creation</a></li> <li><a href="/wiki/Marketing_communications" title="Marketing communications">Communications</a></li> <li><a href="/wiki/Consumer_behaviour" title="Consumer behaviour">Consumer behaviour</a></li> <li><a href="/wiki/Consumer_culture" title="Consumer culture">Consumer culture</a></li> <li><a href="/wiki/Dominance_(economics)" class="mw-redirect" title="Dominance (economics)">Dominance</a></li> <li><a href="/wiki/Marketing_effectiveness" title="Marketing effectiveness">Effectiveness</a></li> <li><a href="/wiki/Marketing_ethics" title="Marketing ethics">Ethics</a></li> <li><a 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spot">Underwriting spot</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional media</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">Behavioral targeting</a></li> <li><a href="/wiki/Brand_ambassador" title="Brand ambassador">Brand ambassador</a></li> <li><a href="/wiki/Display_advertising" class="mw-redirect" title="Display advertising">Display advertising</a></li> <li><a href="/wiki/Drip_marketing" title="Drip marketing">Drip marketing</a></li> <li><a href="/wiki/In-game_advertising" title="In-game advertising">In-game advertising</a></li> <li><a href="/wiki/Mobile_advertising" title="Mobile advertising">Mobile advertising</a></li> <li><a href="/wiki/Native_advertising" title="Native advertising">Native advertising</a></li> <li><a href="/wiki/New_media" title="New media">New media</a></li> <li><a href="/wiki/Online_advertising" title="Online advertising">Online advertising</a></li> <li><a href="/wiki/Out-of-home_advertising" class="mw-redirect" title="Out-of-home advertising">Out-of-home advertising</a></li> <li><a href="/wiki/Point_of_sale" title="Point of sale">Point of sale</a></li> <li><a href="/wiki/Product_demonstration" title="Product demonstration">Product demonstration</a></li> <li><a href="/wiki/Promotional_merchandise" title="Promotional merchandise">Promotional merchandise</a></li> <li><a href="/wiki/Promotional_representative" title="Promotional representative">Promotional representative</a></li> <li><a href="/wiki/Visual_merchandising" title="Visual merchandising">Visual merchandising</a></li> <li><a href="/wiki/Web_banner" title="Web banner">Web banner</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word-of-mouth</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Research</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Market_research" title="Market research">Market research</a></li> <li><a class="mw-selflink selflink">Marketing research</a></li> <li><a href="/wiki/Mystery_shopping" title="Mystery shopping">Mystery shopping</a></li> <li><a href="/wiki/Consumer_research" class="mw-redirect" title="Consumer research">Consumer research</a></li></ul></div></div></td> </tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1239400231">.mw-parser-output .navbar{display:inline;font-size:88%;font-weight:normal}.mw-parser-output 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.navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Marketing" title="Template:Marketing"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Marketing" title="Template talk:Marketing"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Marketing" title="Special:EditPage/Template:Marketing"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> <p><b>Marketing research</b> is the systematic gathering, recording, and analysis of <a href="/wiki/Qualitative_data" class="mw-redirect" title="Qualitative data">qualitative</a> and <a href="/wiki/Quantitative_data" class="mw-redirect" title="Quantitative data">quantitative</a> data about issues relating to <a href="/wiki/Marketing" title="Marketing">marketing</a> products and services. The goal is to identify and assess how changing elements of the <a href="/wiki/Marketing_mix" title="Marketing mix">marketing mix</a> impacts <a href="/wiki/Customer_behavior" class="mw-redirect" title="Customer behavior">customer behavior</a>. </p><p>This involves specifying the data required to address these issues, then designing the method for collecting information, managing and implementing the data collection process. After analyzing the collected data, these results and findings, including their implications, are forwarded to those empowered to act on them.<sup id="cite_ref-1" class="reference"><a href="#cite_note-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> </p><p><a href="/wiki/Market_research" title="Market research">Market research</a>, marketing research, and <a href="/wiki/Marketing" title="Marketing">marketing</a> are a sequence of <a href="/wiki/Business_process" title="Business process">business activities</a>;<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> sometimes these are handled informally.<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p><p>The field of <i>marketing research</i> is much older than that of <i>market research</i>.<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Although both involve consumers, <i>Marketing</i> research is concerned specifically with marketing processes, such as advertising effectiveness and salesforce effectiveness, while <i>market</i> research is concerned specifically with markets and distribution.<sup id="cite_ref-McDonald_6-0" class="reference"><a href="#cite_note-McDonald-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> Two explanations given for confusing <i>market research</i> with <i>marketing research</i> are the similarity of the terms and also that market research is a subset of marketing research.<sup id="cite_ref-MaResearch.SubSlideShare_7-0" class="reference"><a href="#cite_note-MaResearch.SubSlideShare-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-MarKReSub_9-0" class="reference"><a href="#cite_note-MarKReSub-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> Further confusion exists because of <a href="/wiki/Euromonitor_International" title="Euromonitor International">major companies</a> with expertise and practices in both areas.<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Overview">Overview</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=1" title="Edit section: Overview"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Marketing research is often partitioned into two sets of categorical pairs, either by target market: </p> <ul><li><a href="/wiki/Consumer" title="Consumer">Consumer</a> marketing research, (B2C) and</li> <li><a href="/wiki/Business-to-business" title="Business-to-business">Business-to-business</a> (B2B) marketing research.</li></ul> <p>Or, alternatively, by methodological approach: </p> <ul><li><a href="/wiki/Qualitative_marketing_research" title="Qualitative marketing research">Qualitative marketing research</a>, and</li> <li><a href="/wiki/Quantitative_marketing_research" title="Quantitative marketing research">Quantitative marketing research</a>.</li></ul> <p>Consumer marketing research is a form of applied <a href="/wiki/Sociology" title="Sociology">sociology</a> that concentrates on understanding the preferences, attitudes, and behaviors of <a href="/wiki/Consumer" title="Consumer">consumers</a> in a <a href="/wiki/Market_economy" title="Market economy">market-based economy</a>, and it aims to understand the effects and comparative success of <a href="/wiki/Marketing_campaign" class="mw-redirect" title="Marketing campaign">marketing campaigns</a>.<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> </p><p>Thus, marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in <a href="/wiki/Decision_making" class="mw-redirect" title="Decision making">decision making</a> related to the identification and solution of problems and opportunities in marketing.<sup id="cite_ref-Malhotra_12-0" class="reference"><a href="#cite_note-Malhotra-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> The goal of market research is to obtain and provide management with viable information about the market (e.g. competitors), consumers, the product/service itself etc.<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Role">Role</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=2" title="Edit section: Role"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1251242444">.mw-parser-output .ambox{border:1px solid #a2a9b1;border-left:10px solid #36c;background-color:#fbfbfb;box-sizing:border-box}.mw-parser-output .ambox+link+.ambox,.mw-parser-output .ambox+link+style+.ambox,.mw-parser-output .ambox+link+link+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+style+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+link+.ambox{margin-top:-1px}html body.mediawiki .mw-parser-output .ambox.mbox-small-left{margin:4px 1em 4px 0;overflow:hidden;width:238px;border-collapse:collapse;font-size:88%;line-height:1.25em}.mw-parser-output .ambox-speedy{border-left:10px solid #b32424;background-color:#fee7e6}.mw-parser-output .ambox-delete{border-left:10px solid #b32424}.mw-parser-output .ambox-content{border-left:10px solid #f28500}.mw-parser-output .ambox-style{border-left:10px solid #fc3}.mw-parser-output .ambox-move{border-left:10px solid #9932cc}.mw-parser-output .ambox-protection{border-left:10px solid #a2a9b1}.mw-parser-output .ambox .mbox-text{border:none;padding:0.25em 0.5em;width:100%}.mw-parser-output .ambox .mbox-image{border:none;padding:2px 0 2px 0.5em;text-align:center}.mw-parser-output .ambox .mbox-imageright{border:none;padding:2px 0.5em 2px 0;text-align:center}.mw-parser-output .ambox .mbox-empty-cell{border:none;padding:0;width:1px}.mw-parser-output .ambox .mbox-image-div{width:52px}@media(min-width:720px){.mw-parser-output .ambox{margin:0 10%}}@media print{body.ns-0 .mw-parser-output .ambox{display:none!important}}</style><table class="box-No_footnotes plainlinks metadata ambox ambox-style ambox-No_footnotes" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><span typeof="mw:File"><span><img alt="" src="//upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Text_document_with_red_question_mark.svg/40px-Text_document_with_red_question_mark.svg.png" decoding="async" width="40" height="40" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Text_document_with_red_question_mark.svg/60px-Text_document_with_red_question_mark.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Text_document_with_red_question_mark.svg/80px-Text_document_with_red_question_mark.svg.png 2x" data-file-width="48" data-file-height="48" /></span></span></div></td><td class="mbox-text"><div class="mbox-text-span">This section includes a <a href="/wiki/Wikipedia:Citing_sources" title="Wikipedia:Citing sources">list of references</a>, <a href="/wiki/Wikipedia:Further_reading" title="Wikipedia:Further reading">related reading</a>, or <a href="/wiki/Wikipedia:External_links" title="Wikipedia:External links">external links</a>, <b>but its sources remain unclear because it lacks <a href="/wiki/Wikipedia:Citing_sources#Inline_citations" title="Wikipedia:Citing sources">inline citations</a></b>.<span class="hide-when-compact"> Please help <a href="/wiki/Wikipedia:WikiProject_Fact_and_Reference_Check" class="mw-redirect" title="Wikipedia:WikiProject Fact and Reference Check">improve</a> this section by <a href="/wiki/Wikipedia:When_to_cite" title="Wikipedia:When to cite">introducing</a> more precise citations.</span> <span class="date-container"><i>(<span class="date">June 2023</span>)</i></span><span class="hide-when-compact"><i> (<small><a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a></small>)</i></span></div></td></tr></tbody></table> <p>The purpose of marketing research (MR) is to provide management with relevant, accurate, reliable, valid, and up to date <a href="/wiki/Market_information" class="mw-redirect" title="Market information">market information</a>. Competitive marketing environment and the ever-increasing costs attributed to poor decision making require that marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment.<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> </p><p><a href="/wiki/Marketing_management" title="Marketing management">Managers</a> make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs. They make decisions about potential opportunities, target market selection, MARKETING segmentation, planning and implementing marketing programs, marketing performance, and control. These decisions are complicated by interactions between the controllable marketing variables of product, <a href="/wiki/Pricing" title="Pricing">pricing</a>, promotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, <a href="/wiki/Public_policies" class="mw-redirect" title="Public policies">public policies</a> and laws, political environment, competition, and social and cultural changes. Another factor in this mix is the complexity of <a href="/wiki/Consumer" title="Consumer">consumers</a>. Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. Ongoing <a href="/wiki/Marketing" title="Marketing">marketing</a> research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers.<sup id="cite_ref-Twedt_15-0" class="reference"><a href="#cite_note-Twedt-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> </p><p>Traditionally, marketing researchers were responsible for providing the relevant information and marketing decisions were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. The role of marketing research in managerial decision making is explained further using the framework of the <a href="/wiki/Decision-making#DECIDE" title="Decision-making">DECIDE</a> model.<sup id="cite_ref-16" class="reference"><a href="#cite_note-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="History">History</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=3" title="Edit section: History"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1251242444"><table class="box-No_footnotes plainlinks metadata ambox ambox-style ambox-No_footnotes" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><span typeof="mw:File"><span><img alt="" src="//upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Text_document_with_red_question_mark.svg/40px-Text_document_with_red_question_mark.svg.png" decoding="async" width="40" height="40" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Text_document_with_red_question_mark.svg/60px-Text_document_with_red_question_mark.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Text_document_with_red_question_mark.svg/80px-Text_document_with_red_question_mark.svg.png 2x" data-file-width="48" data-file-height="48" /></span></span></div></td><td class="mbox-text"><div class="mbox-text-span">This section includes a <a href="/wiki/Wikipedia:Citing_sources" title="Wikipedia:Citing sources">list of references</a>, <a href="/wiki/Wikipedia:Further_reading" title="Wikipedia:Further reading">related reading</a>, or <a href="/wiki/Wikipedia:External_links" title="Wikipedia:External links">external links</a>, <b>but its sources remain unclear because it lacks <a href="/wiki/Wikipedia:Citing_sources#Inline_citations" title="Wikipedia:Citing sources">inline citations</a></b>.<span class="hide-when-compact"> Please help <a href="/wiki/Wikipedia:WikiProject_Fact_and_Reference_Check" class="mw-redirect" title="Wikipedia:WikiProject Fact and Reference Check">improve</a> this section by <a href="/wiki/Wikipedia:When_to_cite" title="Wikipedia:When to cite">introducing</a> more precise citations.</span> <span class="date-container"><i>(<span class="date">June 2023</span>)</i></span><span class="hide-when-compact"><i> (<small><a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a></small>)</i></span></div></td></tr></tbody></table><style data-mw-deduplicate="TemplateStyles:r1236090951">.mw-parser-output .hatnote{font-style:italic}.mw-parser-output div.hatnote{padding-left:1.6em;margin-bottom:0.5em}.mw-parser-output .hatnote i{font-style:normal}.mw-parser-output .hatnote+link+.hatnote{margin-top:-0.5em}@media print{body.ns-0 .mw-parser-output .hatnote{display:none!important}}</style><div role="note" class="hatnote navigation-not-searchable">Further information: <a href="/wiki/History_of_marketing" title="History of marketing">History of marketing</a></div> <p>Evidence for commercial research being gathered informally dates to the Medieval period. In 1380, the German textile manufacturer, <a href="/wiki/Johann_Fugger" class="mw-redirect" title="Johann Fugger">Johann Fugger</a>, travelled from Augsburg to Graben in order to gather information on the international textile industry. He exchanged detailed letters on trade conditions in relevant areas. Although, this type of information would have been termed "commercial intelligence" at the time, it created a precedent for the systemic collection of marketing information.<sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> </p><p>During the European age of discovery, industrial houses began to import exotic, luxury goods - calico cloth from India, porcelain, silk and tea from China, spices from India and South-East Asia and tobacco, sugar, rum and coffee from the New World.<sup id="cite_ref-18" class="reference"><a href="#cite_note-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> International traders began to demand information that could be used for marketing decisions. During this period, <a href="/wiki/Daniel_Defoe" title="Daniel Defoe">Daniel Defoe</a>, a London merchant, published information on trade and economic resources of England and Scotland. Defoe was a prolific publisher and among his many publications are titles devoted to the state of trade including; <i>Trade of Britain Stated,</i> (1707); <i>Trade of Scotland with France,</i> (1713) and <i>The Trade to India Critically and Calmly Considered,</i> (1720) - all of which provided merchants and traders with important information on which to base business decisions.<sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> </p><p>Until the late 18th-century, European and North-American economies were characterised by local production and consumption. Produce, household goods and tools were produced by local artisans or farmers with exchange taking place in local markets or fairs. Under these conditions, the need for marketing information was minimal. However, the rise of mass-production following the industrial revolution, combined with improved transportation systems of the early 19th-century, led to the creation of national markets and ultimately, stimulated the need for more detailed information about customers, competitors, distribution systems, and market communications.<sup id="cite_ref-20" class="reference"><a href="#cite_note-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> </p><p>By the 19th-century, manufacturers were exploring ways to understand the different market needs and behaviours of groups of consumers. A study of the German book trade found examples of both <a href="/wiki/Product_differentiation" title="Product differentiation">product differentiation</a> and <a href="/wiki/Market_segmentation" title="Market segmentation">market segmentation</a> as early as the 1820s.<sup id="cite_ref-21" class="reference"><a href="#cite_note-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> From the 1880s, German toy manufacturers were producing models of <a href="/wiki/Tin_toys" class="mw-redirect" title="Tin toys">tin toys</a> for specific geographic markets; London omnibuses and ambulances destined for the British market; French postal delivery vans for Continental Europe and American locomotives intended for sale in America.<sup id="cite_ref-22" class="reference"><a href="#cite_note-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> Such activities suggest that sufficient market information was collected to support detailed market segmentation. </p><p>In 1895, American advertising agency, N. H. Ayer & Son, used telegraph to contact publishers and state officials throughout the country about grain production, in an effort to construct an advertising schedule for client, Nichols-Shephard company, an agricultural machinery company in what many scholars believe is the first application of marketing research to solve a marketing/ advertising problem)<sup id="cite_ref-23" class="reference"><a href="#cite_note-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup> </p><p>Between 1902 and 1910, George B Waldron, working at Mahin's Advertising Agency in the United States used tax registers, city directories and census data to show advertisers the proportion of educated vs illiterate consumers and the earning capacity of different occupations in a very early example of simple market segmentation.<sup id="cite_ref-Jones,_G.D.B_2016,_p._66_24-0" class="reference"><a href="#cite_note-Jones,_G.D.B_2016,_p._66-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-25" class="reference"><a href="#cite_note-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> In 1911 <a href="/wiki/Charles_Coolidge_Parlin" title="Charles Coolidge Parlin">Charles Coolidge Parlin</a> was appointed as the Manager of the Commercial Research Division of the Advertising Department of the Curtis Publishing Company, thereby establishing the first in-house market research department - an event that has been described as marking the beginnings of organised marketing research.<sup id="cite_ref-26" class="reference"><a href="#cite_note-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup> His aim was to turn market research into a science. Parlin published a number of studies of various product-markets including agriculture (1911); consumer goods (c.1911); department store lines (1912) a five-volume study of automobiles (1914).<sup id="cite_ref-27" class="reference"><a href="#cite_note-27"><span class="cite-bracket">[</span>27<span class="cite-bracket">]</span></a></sup> </p><p>In 1924 Paul Cherington improved on primitive forms of demographic market segmentation when he developed the 'ABCD' household typology; the first socio-demographic segmentation tool.<sup id="cite_ref-Jones,_G.D.B_2016,_p._66_24-1" class="reference"><a href="#cite_note-Jones,_G.D.B_2016,_p._66-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-28" class="reference"><a href="#cite_note-28"><span class="cite-bracket">[</span>28<span class="cite-bracket">]</span></a></sup> By the 1930s, market researchers such as <a href="/wiki/Ernest_Dichter" title="Ernest Dichter">Ernest Dichter</a> recognised that demographics alone were insufficient to explain different marketing behaviours and began exploring the use of lifestyles, attitudes, values, beliefs and culture to segment markets.<sup id="cite_ref-29" class="reference"><a href="#cite_note-29"><span class="cite-bracket">[</span>29<span class="cite-bracket">]</span></a></sup> </p><p>In the first three decades of the 20th century, advertising agencies and marketing departments developed the basic techniques used in quantitative and qualitative research – survey methods, questionnaires, gallup polls etc. As early as 1901, Walter B Scott was undertaking experimental research for the Agate Club of Chicago.<sup id="cite_ref-Online_30-0" class="reference"><a href="#cite_note-Online-30"><span class="cite-bracket">[</span>30<span class="cite-bracket">]</span></a></sup> In 1910, George B Waldron was carrying out qualitative research for Mahins Advertising Agency.<sup id="cite_ref-Online_30-1" class="reference"><a href="#cite_note-Online-30"><span class="cite-bracket">[</span>30<span class="cite-bracket">]</span></a></sup> In 1919, the first book on commercial research was published, <i>Commercial Research: An Outline of Working Principles</i> by Professor C.S. Duncan of the University of Chicago.<sup id="cite_ref-Petty,_R.D._2016,_p._108_31-0" class="reference"><a href="#cite_note-Petty,_R.D._2016,_p._108-31"><span class="cite-bracket">[</span>31<span class="cite-bracket">]</span></a></sup> </p><p>Adequate knowledge of consumer preferences was a key to survival in the face of increasingly competitive markets.<sup id="cite_ref-32" class="reference"><a href="#cite_note-32"><span class="cite-bracket">[</span>32<span class="cite-bracket">]</span></a></sup> By the 1920s, advertising agencies, such as <a href="/wiki/J_Walter_Thompson" class="mw-redirect" title="J Walter Thompson">J Walter Thompson</a> (JWT), were conducting research on the <i>how</i> and <i>why</i> consumers used brands, so that they could recommend appropriate advertising copy to manufacturers.<sup id="cite_ref-Petty,_R.D._2016,_p._108_31-1" class="reference"><a href="#cite_note-Petty,_R.D._2016,_p._108-31"><span class="cite-bracket">[</span>31<span class="cite-bracket">]</span></a></sup> </p><p>The advent of commercial radio in the 1920s, and television in the 1940s, led a number of market research companies to develop the means to measure audience size and audience composition. In 1923, <a href="/wiki/Arthur_Nielsen" title="Arthur Nielsen">Arthur Nielsen</a> founded market research company, A C Nielsen and over next decade pioneered the measurement of radio audiences. He subsequently applied his methods to the measurement of television audiences. Around the same time, <a href="/wiki/Daniel_Starch" title="Daniel Starch">Daniel Starch</a> developed measures for testing advertising copy effectiveness in print media (newspapers and magazines), and these subsequently became known as Starch scores (and are still used today).<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (June 2023)">citation needed</span></a></i>]</sup> </p><p>During, the 1930s and 1940s, many of the data collection methods, probability sampling methods, survey methods, questionnaire design and key metrics were developed. By the 1930s, Ernest Dichter was pioneering the focus group method of qualitative research. For this, he is often described as the 'father of market research.'<sup id="cite_ref-33" class="reference"><a href="#cite_note-33"><span class="cite-bracket">[</span>33<span class="cite-bracket">]</span></a></sup> Dichter applied his methods on campaigns for major brands including Chrysler, Exxon/Esso where he used methods from psychology and cultural anthropology to gain consumer insights. These methods eventually lead to the development of <i>motivational research.</i><sup id="cite_ref-34" class="reference"><a href="#cite_note-34"><span class="cite-bracket">[</span>34<span class="cite-bracket">]</span></a></sup> Marketing historians refer to this period as the "Foundation Age" of market research. </p><p>By the 1930s, the first courses on marketing research were taught in universities and colleges.<sup id="cite_ref-35" class="reference"><a href="#cite_note-35"><span class="cite-bracket">[</span>35<span class="cite-bracket">]</span></a></sup> The text-book, <i>Market Research and Analysis</i> by Lyndon O. Brown (1937) became one of the popular textbooks during this period.<sup id="cite_ref-36" class="reference"><a href="#cite_note-36"><span class="cite-bracket">[</span>36<span class="cite-bracket">]</span></a></sup> As the number of trained research professionals proliferated throughout the second half of the 20th-century, the techniques and methods used in marketing research became increasingly sophisticated. Marketers, such as Paul Green, were instrumental in developing techniques such as <a href="/wiki/Conjoint_analysis" title="Conjoint analysis">conjoint analysis</a> and <a href="/wiki/Multidimensional_scaling" title="Multidimensional scaling">multidimensional scaling</a>, both of which are used in positioning maps, market segmentation, choice analysis and other marketing applications.<sup id="cite_ref-37" class="reference"><a href="#cite_note-37"><span class="cite-bracket">[</span>37<span class="cite-bracket">]</span></a></sup> </p><p><a href="/wiki/Web_analytics" title="Web analytics">Web analytics</a> were born out of the need to track the behavior of site visitors and, as the popularity of <a href="/wiki/E-commerce" title="E-commerce">e-commerce</a> and <a href="/wiki/Online_advertising" title="Online advertising">web advertising</a> grew, businesses demanded details on the information created by new practices in web data collection, such as <a href="/wiki/Click-through_rate" title="Click-through rate">click-through</a> and <a href="/wiki/Exit_rate" title="Exit rate">exit rates</a>. As the Internet boomed, websites became larger and more complex and the possibility of two-way communication between businesses and their consumers became a reality. Provided with the capacity to interact with online customers, Researchers were able to collect large amounts of data that were previously unavailable, further propelling the marketing research industry.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (June 2023)">citation needed</span></a></i>]</sup> </p><p>In the new millennium, as the Internet continued to develop and websites became more interactive, data collection and analysis became more commonplace for those marketing research firms whose clients had a web presence. With the explosive growth of the online marketplace came new competition for companies; no longer were businesses merely competing with the shop down the road — competition was now represented by a global force. Retail outlets were appearing online and the previous need for bricks-and-mortar stores was diminishing at a greater pace than online competition was growing. With so many online channels for consumers to make purchases, companies needed newer and more compelling methods, in combination with messages that resonated more effectively, to capture the attention of the average consumer.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (June 2023)">citation needed</span></a></i>]</sup> </p><p>Having access to web data did not automatically provide companies with the rationale behind the behavior of users visiting their sites, which provoked the marketing research industry to develop new and better ways of tracking, collecting and interpreting information. This led to the development of various tools like online focus groups and pop-up or website intercept surveys. These types of services allowed companies to dig deeper into the motivations of consumers, augmenting their insights and utilizing this data to drive market share.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (June 2023)">citation needed</span></a></i>]</sup> </p><p>As information around the world became more accessible, increased competition led companies to demand more of market researchers. It was no longer sufficient to follow trends in web behavior or track sales data; companies now needed access to consumer behavior throughout the entire purchase process. This meant the Marketing Research Industry, again, needed to adapt to the rapidly changing needs of the marketplace, and to the demands of companies looking for a competitive edge.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (June 2023)">citation needed</span></a></i>]</sup> </p><p>Today, marketing research has adapted to innovations in technology and the corresponding ease with which information is available. B2B and B2C companies are working hard to stay competitive and they now demand both quantitative (“What”) and qualitative (“Why?”) marketing research in order to better understand their target audience and the motivations behind customer behaviors.<sup id="cite_ref-38" class="reference"><a href="#cite_note-38"><span class="cite-bracket">[</span>38<span class="cite-bracket">]</span></a></sup> </p><p>This demand is driving marketing researchers to develop new platforms for interactive, two-way communication between their firms and consumers. Mobile devices such as Smart Phones are the best example of an emerging platform that enables businesses to connect with their customers throughout the entire buying process.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (September 2018)">citation needed</span></a></i>]</sup> </p><p>As personal mobile devices become more capable and widespread, the marketing research industry will look to further capitalize on this trend. Mobile devices present the perfect channel for research firms to retrieve immediate impressions from buyers and to provide their clients with a holistic view of the consumers within their target markets, and beyond. Now, more than ever, innovation is the key to success for Marketing Researchers. Marketing Research Clients are beginning to demand highly personalized and specifically-focused products from the marketing research firms; <a href="/wiki/Big_data" title="Big data">big data</a> is great for identifying general market segments, but is less capable of identifying key factors of niche markets, which now defines the competitive edge companies are looking for in this mobile-digital age.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (September 2018)">citation needed</span></a></i>]</sup> </p> <div class="mw-heading mw-heading2"><h2 id="Characteristics">Characteristics</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=4" title="Edit section: Characteristics"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>First, marketing <i>research is systematic</i>. Thus systematic planning is required at all the stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented, and, as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses. Experts in marketing research have shown that studies featuring multiple and often competing hypotheses yield more meaningful results than those featuring only one dominant hypothesis.<sup id="cite_ref-39" class="reference"><a href="#cite_note-39"><span class="cite-bracket">[</span>39<span class="cite-bracket">]</span></a></sup> </p><p>Marketing research is <i>objective</i>. It attempts to provide accurate information that reflects a true state of affairs. It should be conducted impartially. While research is always influenced by the researcher's research philosophy, it should be free from the personal or political biases of the researcher or the <a href="/wiki/Management" title="Management">management</a>. Research which is motivated by personal or political gain involves a breach of professional standards. Such research is deliberately biased so as to result in predetermined findings. The objective nature of marketing research underscores the importance of ethical considerations. Also, researchers should always be objective with regard to the selection of information to be featured in reference texts because such literature should offer a comprehensive view on marketing. Research has shown, however, that many marketing textbooks do not feature important principles in marketing research.<sup id="cite_ref-40" class="reference"><a href="#cite_note-40"><span class="cite-bracket">[</span>40<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Related_business_research">Related business research</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=5" title="Edit section: Related business research"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1251242444"><table class="box-Unreferenced_section plainlinks metadata ambox ambox-content ambox-Unreferenced" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><span typeof="mw:File"><a href="/wiki/File:Question_book-new.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/50px-Question_book-new.svg.png" decoding="async" width="50" height="39" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/75px-Question_book-new.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/100px-Question_book-new.svg.png 2x" data-file-width="512" data-file-height="399" /></a></span></div></td><td class="mbox-text"><div class="mbox-text-span">This section <b>does not <a href="/wiki/Wikipedia:Citing_sources" title="Wikipedia:Citing sources">cite</a> any <a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">sources</a></b>.<span class="hide-when-compact"> Please help <a href="/wiki/Special:EditPage/Marketing_research" title="Special:EditPage/Marketing research">improve this section</a> by <a href="/wiki/Help:Referencing_for_beginners" title="Help:Referencing for beginners">adding citations to reliable sources</a>. Unsourced material may be challenged and <a href="/wiki/Wikipedia:Verifiability#Burden_of_evidence" title="Wikipedia:Verifiability">removed</a>.</span> <span class="date-container"><i>(<span class="date">June 2021</span>)</i></span><span class="hide-when-compact"><i> (<small><a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a></small>)</i></span></div></td></tr></tbody></table> <p>Other forms of business research include: </p> <ul><li><a href="/wiki/Market_research" title="Market research">Market research</a> is broader in scope and examines all aspects of a business environment, but not internal business processes. It asks questions about <a href="/wiki/Competition" title="Competition">competitors</a>, <a href="/wiki/Market_structure" title="Market structure">market structure</a>, government regulations, <a href="/wiki/Economic_indicator" title="Economic indicator">economic trends</a>, technological advances, and numerous other factors that make up the external business environment (see <a href="/wiki/Environmental_scanning" class="mw-redirect" title="Environmental scanning">environmental scanning</a>). Sometimes the term refers more particularly to the financial analysis of competing companies, industries, or <a href="/wiki/List_of_recognized_economic_sectors" class="mw-redirect" title="List of recognized economic sectors">sectors</a>. In this case, financial analysts usually carry out the research and provide the results to investment advisors and potential investors.</li> <li>Product research — This looks at what <a href="/wiki/Product_(business)" title="Product (business)">products</a> can be produced with available technology, and what new product innovations near-future technology can develop (see <a href="/wiki/New_product_development" title="New product development">new product development</a>).</li> <li><a href="/wiki/Advertising_research" title="Advertising research">Advertising research</a> –  is a specialized form of marketing research conducted to improve the efficacy of advertising. <a href="/wiki/Copy_testing" title="Copy testing">Copy testing</a>, also known as "pre-testing," is a form of customized research that predicts in-market performance of an ad before it airs, by analyzing audience levels of attention, <a href="https://en.wiktionary.org/wiki/Brand_linkage" class="extiw" title="wikt:Brand linkage">brand linkage</a>, motivation, entertainment, and communication, as well as breaking down the ad's <a href="https://en.wiktionary.org/wiki/flow_of_attention" class="extiw" title="wikt:flow of attention">flow of attention</a> and <a href="https://en.wiktionary.org/wiki/flow_of_emotion" class="extiw" title="wikt:flow of emotion">flow of emotion</a>. Pre-testing is also used on ads still in rough (ripomatic or <a href="/wiki/Storyboard#Animatics" title="Storyboard">animatic</a>) form. (Young, p. 213)</li></ul> <div class="mw-heading mw-heading2"><h2 id="Classification">Classification</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=6" title="Edit section: Classification"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1251242444"><table class="box-Unreferenced_section plainlinks metadata ambox ambox-content ambox-Unreferenced" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><span typeof="mw:File"><a href="/wiki/File:Question_book-new.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/50px-Question_book-new.svg.png" decoding="async" width="50" height="39" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/75px-Question_book-new.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/100px-Question_book-new.svg.png 2x" data-file-width="512" data-file-height="399" /></a></span></div></td><td class="mbox-text"><div class="mbox-text-span">This section <b>does not <a href="/wiki/Wikipedia:Citing_sources" title="Wikipedia:Citing sources">cite</a> any <a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">sources</a></b>.<span class="hide-when-compact"> Please help <a href="/wiki/Special:EditPage/Marketing_research" title="Special:EditPage/Marketing research">improve this section</a> by <a href="/wiki/Help:Referencing_for_beginners" title="Help:Referencing for beginners">adding citations to reliable sources</a>. Unsourced material may be challenged and <a href="/wiki/Wikipedia:Verifiability#Burden_of_evidence" title="Wikipedia:Verifiability">removed</a>.</span> <span class="date-container"><i>(<span class="date">June 2021</span>)</i></span><span class="hide-when-compact"><i> (<small><a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a></small>)</i></span></div></td></tr></tbody></table> <p>Organizations engage in marketing research for two reasons: firstly, to identify and, secondly, to solve marketing problems. This distinction serves as a basis for classifying marketing research into problem identification research and problem solving research. </p><p>Problem identification research is undertaken to help identify problems which are, perhaps, not apparent on the surface and yet exist or are likely to arise in the future like company image, market characteristics, sales analysis, short-range forecasting, long range forecasting, and business trends research. Research of this type provides information about the marketing environment and helps diagnose a problem. For example, the findings of problem solving research are used in making decisions which will solve specific marketing problems. </p><p>The <a href="/wiki/Stanford_Research_Institute" class="mw-redirect" title="Stanford Research Institute">Stanford Research Institute</a>, on the other hand, conducts an annual survey of consumers that is used to classify persons into homogeneous groups for segmentation purposes. The <a href="/wiki/National_Purchase_Diary" class="mw-redirect" title="National Purchase Diary">National Purchase Diary</a> panel (NPD) maintains the largest diary panel in the United States. </p><p>Standardized services are research studies conducted for different client firms but in a standard way. For example, procedures for measuring advertising effectiveness have been standardized so that the results can be compared across studies and evaluative norms can be established. The Starch Readership Survey is the most widely used service for evaluating print advertisements; another well-known service is the <a href="/wiki/Gallup_(company)" class="mw-redirect" title="Gallup (company)">Gallup</a> and Robinson Magazine Impact Studies. These services are also sold on a syndicated basis. </p> <ul><li>Customized services offer a wide variety of marketing research services customized to suit a client's specific needs. Each marketing research project is treated uniquely.</li> <li>Limited-service suppliers specialize in one or a few phases of the marketing research project. Services offered by such suppliers are classified as field services, coding and data entry, data analysis, analytical services, and branded products. Field services collect data through the internet, traditional mail, in-person, or telephone interviewing, and firms that specialize in interviewing are called field service organizations. These <a href="/wiki/Organization" title="Organization">organizations</a> may range from small proprietary organizations which operate locally to large multinational organizations with WATS line interviewing facilities. Some organizations maintain extensive interviewing facilities across the country for interviewing shoppers in malls.</li> <li>Coding and data entry services include editing completed questionnaires, developing a coding scheme, and transcribing the data on to diskettes or magnetic tapes for input into the computer. NRC Data Systems provides such services.</li> <li>Analytical services include designing and pretesting questionnaires, determining the best means of collecting data, designing sampling plans, and other aspects of the research design. Some complex marketing research projects require knowledge of sophisticated procedures, including specialized experimental designs, and analytical techniques such as conjoint analysis and multidimensional scaling. This kind of expertise can be obtained from firms and consultants specializing in analytical services.</li> <li>Data analysis services are offered by firms, also known as tab houses, that specialize in computer analysis of quantitative data such as those obtained in large surveys. Initially most data analysis firms supplied only tabulations (frequency counts) and cross tabulations (frequency counts that describe two or more variables simultaneously). With the proliferation of <a href="/wiki/Software" title="Software">software</a>, many firms now have the capability to analyze their own data, but, data analysis firms are still in demand. <sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="last statement makes a claim (January 2014)">citation needed</span></a></i>]</sup></li> <li>Branded marketing research products and services are specialized data collection and analysis procedures developed to address specific types of marketing research problems. These procedures are patented, given brand names, and marketed like any other branded product.</li></ul> <div class="mw-heading mw-heading2"><h2 id="Marketing_Techniques">Marketing Techniques</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=7" title="Edit section: Marketing Techniques"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1251242444"><table class="box-Unreferenced_section plainlinks metadata ambox ambox-content ambox-Unreferenced" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><span typeof="mw:File"><a href="/wiki/File:Question_book-new.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/50px-Question_book-new.svg.png" decoding="async" width="50" height="39" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/75px-Question_book-new.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/100px-Question_book-new.svg.png 2x" data-file-width="512" data-file-height="399" /></a></span></div></td><td class="mbox-text"><div class="mbox-text-span">This section <b>does not <a href="/wiki/Wikipedia:Citing_sources" title="Wikipedia:Citing sources">cite</a> any <a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">sources</a></b>.<span class="hide-when-compact"> Please help <a href="/wiki/Special:EditPage/Marketing_research" title="Special:EditPage/Marketing research">improve this section</a> by <a href="/wiki/Help:Referencing_for_beginners" title="Help:Referencing for beginners">adding citations to reliable sources</a>. Unsourced material may be challenged and <a href="/wiki/Wikipedia:Verifiability#Burden_of_evidence" title="Wikipedia:Verifiability">removed</a>.</span> <span class="date-container"><i>(<span class="date">June 2021</span>)</i></span><span class="hide-when-compact"><i> (<small><a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a></small>)</i></span></div></td></tr></tbody></table> <p>Marketing research techniques come in many forms, including: </p> <ul><li><a href="/wiki/Ad_Tracking" class="mw-redirect" title="Ad Tracking">Ad Tracking</a> – periodic or continuous in-market research to monitor a <a href="https://en.wiktionary.org/wiki/brand" class="extiw" title="wikt:brand">brand's</a> performance using measures such as brand awareness, brand preference, and product usage. (Young, 2005)</li> <li><a href="/wiki/Advertising_Research" class="mw-redirect" title="Advertising Research">Advertising Research</a> – used to predict <a href="/wiki/Copy_testing" title="Copy testing">copy testing</a> or <a href="/wiki/Ad_Tracking" class="mw-redirect" title="Ad Tracking">track</a> the efficacy of advertisements for any medium, measured by the ad's ability to get attention (measured with <a href="/wiki/AttentionTracking" title="AttentionTracking">AttentionTracking</a>), communicate the message, build the brand's image, and motivate the consumer to purchase the product or service. (Young, 2005)</li> <li><a href="/wiki/Brand_awareness" title="Brand awareness">Brand awareness</a> research — the extent to which consumers can recall or recognize a brand name or product name</li> <li>Brand association research — what do consumers associate with the brand?</li> <li>Brand attribute research — what are the key traits that describe the brand promise?</li> <li><a href="/wiki/Brand_management" title="Brand management">Brand name testing</a> –  what do consumers feel about the names of the products?</li> <li>Buyer decision making process— to determine what motivates people to buy and what decision-making process they use; over the last decade, <a href="/wiki/Neuromarketing" title="Neuromarketing">Neuromarketing</a> emerged from the convergence of neuroscience and marketing, aiming to understand consumer decision making process</li> <li><a href="/wiki/Commercial_eye_tracking" class="mw-redirect" title="Commercial eye tracking">Commercial eye tracking</a> research — examine advertisements, package designs, websites, etc. by analyzing visual behavior of the consumer</li> <li><a href="/wiki/Concept_testing" title="Concept testing">Concept testing</a> –  to test the acceptance of a concept by target consumers</li> <li><a href="/wiki/Coolhunting" title="Coolhunting">Coolhunting</a> (also known as trendspotting) –  to make observations and predictions in changes of new or existing cultural trends in areas such as fashion, music, films, television, youth culture and lifestyle</li> <li><a href="/wiki/Copy_testing" title="Copy testing">Copy testing</a> – predicts in-market performance of an ad before it airs by analyzing audience levels of <a href="https://en.wiktionary.org/wiki/attention" class="extiw" title="wikt:attention">attention</a>, <a href="https://en.wiktionary.org/wiki/brand_linkage" class="extiw" title="wikt:brand linkage">brand linkage</a>, <a href="https://en.wiktionary.org/wiki/motivation" class="extiw" title="wikt:motivation">motivation</a>, entertainment, and communication, as well as breaking down the ad's <a href="https://en.wiktionary.org/wiki/flow_of_attention" class="extiw" title="wikt:flow of attention">flow of attention</a> and <a href="https://en.wiktionary.org/wiki/flow_of_emotion" class="extiw" title="wikt:flow of emotion">flow of emotion</a>. (Young, p 213)</li> <li><a href="/wiki/Customer_satisfaction_research" title="Customer satisfaction research">Customer satisfaction research</a> –  quantitative or qualitative studies that yields an understanding of a customer's satisfaction with a transaction</li> <li><a href="/wiki/Demand" title="Demand">Demand</a> estimation — to determine the approximate level of demand for the product</li> <li><a href="/wiki/Distribution_(business)" class="mw-redirect" title="Distribution (business)">Distribution channel</a> audits — to assess distributors’ and retailers’ attitudes toward a product, <a href="/wiki/Brand" title="Brand">brand</a>, or company</li> <li>Internet strategic intelligence — searching for customer opinions in the Internet: chats, forums, web pages, blogs... where people express freely about their experiences with products, becoming strong opinion formers.</li> <li><a href="/wiki/Marketing_effectiveness" title="Marketing effectiveness">Marketing effectiveness</a> and analytics — Building models and measuring results to determine the effectiveness of <a href="/wiki/Personalized_marketing" title="Personalized marketing">individual marketing</a> activities.</li> <li>Mystery consumer or <a href="/wiki/Mystery_shopping" title="Mystery shopping">mystery shopping</a> –  An employee or representative of the market research firm anonymously contacts a salesperson and indicates he or she is shopping for a product. The shopper then records the entire experience. This method is often used for quality control or for researching competitors' products.</li> <li><a href="/wiki/Positioning_(marketing)" title="Positioning (marketing)">Positioning</a> research — how does the <a href="/wiki/Target_market" title="Target market">target market</a> see the <a href="/wiki/Brand" title="Brand">brand</a> relative to competitors? –  what does the brand stand for?</li> <li><a href="/wiki/Price_elasticity_of_demand" title="Price elasticity of demand">Price elasticity</a> testing — to determine how sensitive customers are to price changes</li> <li>Sales forecasting — to determine the expected level of sales given the level of demand. With respect to other factors like Advertising expenditure, sales promotion etc.</li> <li><a href="/wiki/Market_segment" class="mw-redirect" title="Market segment">Segmentation research</a> –  to determine the <a href="/wiki/Demographics" class="mw-redirect" title="Demographics">demographic</a>, <a href="/wiki/Psychographic" class="mw-redirect" title="Psychographic">psychographic</a>, cultural, and behavioral characteristics of potential buyers</li> <li><a href="/wiki/Online_panel" title="Online panel">Online panel</a> –  a group of individuals who accepted to respond to marketing research online</li> <li>Store audit — to measure the sales of a product or product line at a statistically selected store sample to determine <a href="/wiki/Market_share" title="Market share">market share</a>, or to determine whether a retail store provides adequate service</li> <li><a href="/wiki/Test_market" title="Test market">Test marketing</a> — a small-scale product launch used to determine the likely acceptance of the product when it is introduced into a wider market</li> <li><a href="/wiki/Viral_Marketing_Research" class="mw-redirect" title="Viral Marketing Research">Viral Marketing Research</a> –  refers to marketing research designed to estimate the probability that specific communications will be transmitted throughout an individual's <a href="/wiki/Social_Network" class="mw-redirect" title="Social Network">Social Network</a>. Estimates of <a href="/wiki/Social_Networking_Potential" class="mw-redirect" title="Social Networking Potential">Social Networking Potential</a> (SNP) are combined with estimates of selling effectiveness to estimate ROI on specific combinations of messages and media.</li></ul> <p>All these forms of marketing research can be classified as either problem-identification research or as problem-solving research. </p><p>There are two main sources of data — primary and secondary. Primary research is conducted from scratch. It is original and collected to solve the problem at hand. Secondary research already exists since it has been collected for other purposes. It is conducted on data published previously and usually by someone else. Secondary research costs far less than primary research but seldom comes in a form that meets the researcher's needs. </p><p>A similar distinction exists between exploratory research and conclusive research. Exploratory research provides insights into and comprehension of an issue or situation. It should draw definitive conclusions only with extreme caution. Conclusive research draws conclusions: the results of the study can be generalized to the whole population. </p><p>Exploratory research is conducted to explore a problem to get some basic idea about the solution at the preliminary stages of research. It may serve as the input to conclusive research. Exploratory research information is collected by focus group interviews, reviewing literature or books, discussing with experts, etc. This is unstructured and qualitative in nature. If a secondary source of data is unable to serve the purpose, a convenience sample of small size can be collected. Conclusive research is conducted to draw some conclusion about the problem. It is essentially, structured and quantitative research, and the output of this research is the input to <a href="/wiki/Management_information_systems" class="mw-redirect" title="Management information systems">management information systems</a> (MIS). </p><p>Exploratory research is also conducted to simplify the findings of the conclusive or descriptive research, if the findings are very hard to interpret for the marketing managers. </p> <div class="mw-heading mw-heading2"><h2 id="Methods">Methods</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=8" title="Edit section: Methods"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Methodologically, marketing research uses the following types of research designs:<sup id="cite_ref-41" class="reference"><a href="#cite_note-41"><span class="cite-bracket">[</span>41<span class="cite-bracket">]</span></a></sup> </p> <dl><dt>Based on questioning</dt> <dd> <ul><li><a href="/wiki/Qualitative_marketing_research" title="Qualitative marketing research">Qualitative marketing research</a> –  generally used for exploratory purposes — small number of respondents — not generalizable to the whole population — statistical significance and confidence not calculated — examples include <a href="/wiki/Focus_group" title="Focus group">focus groups</a>, <a href="/wiki/Interviews" class="mw-redirect" title="Interviews">in-depth interviews</a>, and <a href="/wiki/Projective_techniques" class="mw-redirect" title="Projective techniques">projective techniques</a></li> <li><a href="/wiki/Quantitative_marketing_research" title="Quantitative marketing research">Quantitative marketing research</a> –  generally used to draw conclusions — tests a specific <a href="/wiki/Hypothesis" title="Hypothesis">hypothesis</a> –  uses random <a href="/wiki/Sampling_(statistics)" title="Sampling (statistics)">sampling</a> techniques so as to infer from the sample to the population — involves a large number of respondents — examples include <a href="/wiki/Statistical_survey" class="mw-redirect" title="Statistical survey">surveys</a> and <a href="/wiki/Questionnaire_construction" title="Questionnaire construction">questionnaires</a>. Techniques include <a href="/wiki/Choice_modelling" title="Choice modelling">choice modelling</a>, <a href="/wiki/MaxDiff" title="MaxDiff">maximum difference preference scaling</a>, and <a href="/wiki/Analysis_of_covariance" title="Analysis of covariance">covariance analysis</a>.</li></ul></dd></dl> <dl><dt>Based on observations</dt> <dd> <ul><li><a href="/wiki/Ethnographic" class="mw-redirect" title="Ethnographic">Ethnographic</a> studies — by nature qualitative, the researcher observes social phenomena in their natural setting — observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) –  examples include product-use analysis and computer cookie traces. See also <a href="/wiki/Ethnography" title="Ethnography">Ethnography</a> and <a href="/wiki/Observational_techniques" title="Observational techniques">Observational techniques</a>.</li> <li><a href="/wiki/Experimental_techniques" class="mw-redirect" title="Experimental techniques">Experimental techniques</a> –  by nature quantitative, the researcher creates a quasi-artificial environment to try to control spurious factors, then manipulates at least one of the variables — examples include purchasing laboratories and test markets. As described in the list of <a href="/wiki/Marketing_strategy" title="Marketing strategy">Marketing strategies</a>.</li> <li><a href="/wiki/Secondary_research" title="Secondary research">Secondary research</a> –  by nature qualitative, the researcher gathers information by accessing online and offline sources of information. These sources can be publicly available ones - examples include the Office of National Statistics in the UK, or data.gov in the US - or private sources of information - examples include textbooks and reports that are behind a paywall.<sup id="cite_ref-42" class="reference"><a href="#cite_note-42"><span class="cite-bracket">[</span>42<span class="cite-bracket">]</span></a></sup></li></ul></dd></dl> <p>Researchers often use more than one research design. They may start with secondary research to get background information, then conduct a focus group (qualitative research design) to explore the issues. Finally they might do a full nationwide survey (quantitative research design) in order to devise specific recommendations for the client. </p> <div class="mw-heading mw-heading2"><h2 id="Business_to_business">Business to business</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=9" title="Edit section: Business to business"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1251242444"><table class="box-Unreferenced_section plainlinks metadata ambox ambox-content ambox-Unreferenced" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><span typeof="mw:File"><a href="/wiki/File:Question_book-new.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/50px-Question_book-new.svg.png" decoding="async" width="50" height="39" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/75px-Question_book-new.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/100px-Question_book-new.svg.png 2x" data-file-width="512" data-file-height="399" /></a></span></div></td><td class="mbox-text"><div class="mbox-text-span">This section <b>does not <a href="/wiki/Wikipedia:Citing_sources" title="Wikipedia:Citing sources">cite</a> any <a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">sources</a></b>.<span class="hide-when-compact"> Please help <a href="/wiki/Special:EditPage/Marketing_research" title="Special:EditPage/Marketing research">improve this section</a> by <a href="/wiki/Help:Referencing_for_beginners" title="Help:Referencing for beginners">adding citations to reliable sources</a>. Unsourced material may be challenged and <a href="/wiki/Wikipedia:Verifiability#Burden_of_evidence" title="Wikipedia:Verifiability">removed</a>.</span> <span class="date-container"><i>(<span class="date">June 2021</span>)</i></span><span class="hide-when-compact"><i> (<small><a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a></small>)</i></span></div></td></tr></tbody></table> <p>Business to business (B2B) research is inevitably more complicated than consumer research. Researchers need to know what type of multi-faceted approach will answer the objectives, since seldom is it possible to find the answers using only one method. Finding the right respondents is crucial in B2B research, since they are often busy, and may not want to participate. Respondents may also be biased on a particular topic. Encouraging them to “open up” is yet another skill required of the B2B researcher. Last but not least, most business research leads to strategic decisions and this means that the business researcher must have expertise in developing strategies that are strongly rooted in the research findings and acceptable to the client. </p><p>There are four key factors that make B2B market research special and different from consumer markets: </p> <ul><li>The decision making unit is far more complex in B2B markets than in consumer markets.</li> <li>B2B products and their applications are more complex than consumer products.</li> <li>B2B marketers address a much smaller number of customers who are very much larger in their consumption of products than is the case in consumer markets.</li> <li>Personal relationships are of critical importance in B2B markets.</li></ul> <div class="mw-heading mw-heading2"><h2 id="International_plan">International plan</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=10" title="Edit section: International plan"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1251242444"><table class="box-Unreferenced_section plainlinks metadata ambox ambox-content ambox-Unreferenced" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><span typeof="mw:File"><a href="/wiki/File:Question_book-new.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/50px-Question_book-new.svg.png" decoding="async" width="50" height="39" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/75px-Question_book-new.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/100px-Question_book-new.svg.png 2x" data-file-width="512" data-file-height="399" /></a></span></div></td><td class="mbox-text"><div class="mbox-text-span">This section <b>does not <a href="/wiki/Wikipedia:Citing_sources" title="Wikipedia:Citing sources">cite</a> any <a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">sources</a></b>.<span class="hide-when-compact"> Please help <a href="/wiki/Special:EditPage/Marketing_research" title="Special:EditPage/Marketing research">improve this section</a> by <a href="/wiki/Help:Referencing_for_beginners" title="Help:Referencing for beginners">adding citations to reliable sources</a>. Unsourced material may be challenged and <a href="/wiki/Wikipedia:Verifiability#Burden_of_evidence" title="Wikipedia:Verifiability">removed</a>.</span> <span class="date-container"><i>(<span class="date">June 2021</span>)</i></span><span class="hide-when-compact"><i> (<small><a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a></small>)</i></span></div></td></tr></tbody></table> <p>International Marketing Research follows the same path as domestic research, but there are a few more problems that may arise. Customers in international markets may have very different customs, cultures, and expectations from the same company. They also require tailored <a href="/wiki/Translation" title="Translation">translation</a> approaches based on the expertise or resources available in the local country.<sup id="cite_ref-43" class="reference"><a href="#cite_note-43"><span class="cite-bracket">[</span>43<span class="cite-bracket">]</span></a></sup> </p><p>In this case, Marketing Research relies more on primary data rather than secondary information. Gathering the primary data can be hindered by language, literacy and access to technology. Basic Cultural and Market intelligence information will be needed to maximize the research effectiveness. Some of the steps that would help overcoming barriers include: </p> <ol><li>Collect secondary information on the country under study from reliable international source e.g. WHO and IMF</li> <li>Collect secondary information on the product/service under study from available sources</li> <li>Collect secondary information on product manufacturers and service providers under study in relevant country</li> <li>Collect secondary information on culture and common business practices</li> <li>Ask questions to get better understanding of reasons behind any recommendations for a specific methodology</li></ol> <div class="mw-heading mw-heading2"><h2 id="Common_terms">Common terms</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=11" title="Edit section: Common terms"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Market research techniques resemble those used in political polling and social science research. <a href="/wiki/Meta-analysis" title="Meta-analysis">Meta-analysis</a> (also called the Schmidt-Hunter technique) refers to a statistical method of combining data from multiple studies or from several types of studies. Conceptualization means the process of converting vague mental images into definable concepts. Operationalization is the process of converting concepts into specific observable behaviors that a researcher can measure. Precision refers to the exactness of any given measure. <a href="/wiki/Reliability_(psychometric)" class="mw-redirect" title="Reliability (psychometric)">Reliability</a> refers to the likelihood that a given operationalized construct will yield the same results if re-measured. <a href="/wiki/Validity_(psychometric)" class="mw-redirect" title="Validity (psychometric)">Validity</a> refers to the extent to which a measure provides data that captures the meaning of the operationalized construct as defined in the study. It asks, “Are we measuring what we intended to measure?” </p> <ul><li>Applied research sets out to prove a specific hypothesis of value to the clients paying for the research. For example, a cigarette company might commission research that attempts to show that cigarettes are good for one's health. Many researchers have ethical misgivings about doing applied research.</li> <li><a href="/wiki/Sugging" title="Sugging">Sugging</a> (from SUG, for "selling under the guise" of market research) forms a sales technique in which sales people pretend to conduct marketing research, but with the real purpose of obtaining buyer motivation and buyer decision-making information to be used in a subsequent sales call.</li> <li><a href="/wiki/Frugging" title="Frugging">Frugging</a> comprises the practice of soliciting funds under the pretense of being a research <a href="/wiki/Organization" title="Organization">organization</a>.</li></ul> <div class="mw-heading mw-heading2"><h2 id="Careers">Careers</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=12" title="Edit section: Careers"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Some of the positions available in marketing research include vice president of marketing research, research director, assistant director of research, project manager, field work director, statistician/data processing specialist, senior analyst, analyst, junior analyst and operational supervisor.<sup id="cite_ref-Boudreaux_44-0" class="reference"><a href="#cite_note-Boudreaux-44"><span class="cite-bracket">[</span>44<span class="cite-bracket">]</span></a></sup> </p><p>The most common entry-level position in marketing research for people with bachelor's degrees (e.g., <a href="/wiki/Bachelor_of_Business_Administration" title="Bachelor of Business Administration">BBA</a>) is as operational supervisor. These people are responsible for supervising a well-defined set of operations, including field work, data editing, and coding, and may be involved in programming and data analysis. Another entry-level position for BBAs is assistant project manager. An assistant <a href="/wiki/Project_manager" title="Project manager">project manager</a> will learn and assist in questionnaire design, review field instructions, and monitor timing and costs of studies. In the marketing research industry, however, there is a growing preference for people with master's degrees. Those with MBA or equivalent degrees are likely to be employed as project managers.<sup id="cite_ref-Boudreaux_44-1" class="reference"><a href="#cite_note-Boudreaux-44"><span class="cite-bracket">[</span>44<span class="cite-bracket">]</span></a></sup> </p><p>A small number of business schools also offer a more specialized <a href="/wiki/Master_of_Marketing_Research" title="Master of Marketing Research">Master of Marketing Research</a> (MMR) degree. An MMR typically prepares students for a wide range of research methodologies and focuses on learning both in the classroom and the field. </p><p>The typical entry-level position in a business firm would be junior <a href="/wiki/Research_analyst" class="mw-redirect" title="Research analyst">research analyst</a> (for BBAs) or research analyst (for <a href="/wiki/MBA" class="mw-redirect" title="MBA">MBAs</a> or MMRs). The junior analyst and the research analyst learn about the particular industry and receive training from a senior staff member, usually the marketing research manager. The junior analyst position includes a training program to prepare individuals for the responsibilities of a research analyst, including coordinating with the marketing department and sales force to develop goals for product exposure. The research analyst responsibilities include checking all data for accuracy, comparing and contrasting new research with established norms, and analyzing primary and secondary data for the purpose of market forecasting. </p><p>As these job titles indicate, people with a variety of backgrounds and skills are needed in marketing research. Technical specialists such as statisticians obviously need strong backgrounds in statistics and data analysis. Other positions, such as research director, call for managing the work of others and require more general skills. To prepare for a career in marketing research, students usually: </p> <ul><li>Take all the <a href="/wiki/Marketing" title="Marketing">marketing</a> courses.</li> <li>Take courses in <a href="/wiki/Statistics" title="Statistics">statistics</a> and <a href="/wiki/Quantitative_method" class="mw-redirect" title="Quantitative method">quantitative methods</a>.</li> <li>Acquire <a href="/wiki/Computer" title="Computer">computer</a> skills.</li> <li>Take courses in <a href="/wiki/Psychology" title="Psychology">psychology</a> and <a href="/wiki/Consumer_behavior" class="mw-redirect" title="Consumer behavior">consumer behavior</a>.</li> <li>Acquire effective written and verbal <a href="/wiki/Communication" title="Communication">communication</a> skills.</li> <li>Think creatively.<sup id="cite_ref-Boudreaux_44-2" class="reference"><a href="#cite_note-Boudreaux-44"><span class="cite-bracket">[</span>44<span class="cite-bracket">]</span></a></sup></li></ul> <div class="mw-heading mw-heading2"><h2 id="Corporate_hierarchy">Corporate hierarchy</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=13" title="Edit section: Corporate hierarchy"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ol><li>Vice-President of Marketing Research: This is the senior position in marketing research. The VP is responsible for the entire marketing research operation of the company and serves on the top management team. Sets the objectives and goals of the marketing research department.</li> <li>Research Director: Also a senior position, the director has the overall responsibility for the development and execution of all the marketing research projects.</li> <li>Assistant Director of Research: Serves as an administrative assistant to the director and supervises some of the other marketing research staff members.</li> <li>(Senior) Project Manager: Has overall responsibility for design, implementation, and management of research projects.</li> <li>Statistician/Data Processing Specialist: Serves as an expert on theory and application of statistical techniques. Responsibilities include experimental design, data processing, and analysis.</li> <li>Senior Analyst: Participates in the development of projects and directs the operational execution of the assigned projects. Works closely with the analyst, junior analyst, and other personnel in developing the research design and data collection. Prepares the final report. The primary responsibility for meeting time and cost constraints rests with the senior analyst.</li> <li>Analyst: Handles the details involved in executing the project. Designs and pretests the questionnaires and conducts a preliminary analysis of the data.</li> <li>Junior Analyst: Handles routine assignments such as secondary data analysis, editing and coding of questionnaires, and simple statistical analysis.</li> <li>Field Work Director: Responsible for the selection, training, supervision, and evaluation of interviewers and other field workers.<sup id="cite_ref-KTC_45-0" class="reference"><a href="#cite_note-KTC-45"><span class="cite-bracket">[</span>45<span class="cite-bracket">]</span></a></sup></li></ol> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=14" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1184024115">.mw-parser-output .div-col{margin-top:0.3em;column-width:30em}.mw-parser-output .div-col-small{font-size:90%}.mw-parser-output .div-col-rules{column-rule:1px solid #aaa}.mw-parser-output .div-col dl,.mw-parser-output .div-col ol,.mw-parser-output .div-col ul{margin-top:0}.mw-parser-output .div-col li,.mw-parser-output .div-col dd{page-break-inside:avoid;break-inside:avoid-column}</style><div class="div-col" style="column-width: 22em;"> <ul><li><a href="/wiki/Ad_Tracking" class="mw-redirect" title="Ad Tracking">Ad Tracking</a></li> <li><a href="/wiki/A/B_testing" title="A/B testing">A/B testing</a></li> <li><a href="/wiki/Advertising_research" title="Advertising research">Advertising research</a></li> <li><a href="/wiki/Commercial_eye_tracking" class="mw-redirect" title="Commercial eye tracking">Commercial eye tracking</a></li> <li><a href="/wiki/Copy_testing" title="Copy testing">Copy testing</a></li> <li><a href="/wiki/Consumer_behavior" class="mw-redirect" title="Consumer behavior">Consumer behavior</a></li> <li><a href="/wiki/Experimental_techniques" class="mw-redirect" title="Experimental techniques">Experimental techniques</a></li> <li><a href="/wiki/Enterprise_Feedback_Management" class="mw-redirect" title="Enterprise Feedback Management">Enterprise Feedback Management</a> (EFM)</li> <li><a href="/wiki/Fixed_value-added_resource" title="Fixed value-added resource">Fixed value-added resource</a></li> <li><a href="/wiki/Global_Marketing" class="mw-redirect" title="Global Marketing">Global Marketing</a></li> <li><a href="/wiki/Integrated_Marketing_Communications" class="mw-redirect" title="Integrated Marketing Communications">Integrated Marketing Communications</a></li> <li><a href="/wiki/Journal_of_Marketing_Research" title="Journal of Marketing Research">Journal of Marketing Research</a></li> <li><a href="/wiki/Knowledge_management" title="Knowledge management">Knowledge management</a></li> <li><a href="/wiki/List_of_marketing_research_firms" title="List of marketing research firms">List of marketing research firms</a></li> <li><a href="/wiki/Marketing" title="Marketing">Marketing</a></li> <li><a href="/wiki/Marketing_Research_Association" title="Marketing Research Association">Marketing Research Association</a></li> <li><a href="/wiki/Marketing_Research_Institute_International_(MRII)" class="mw-redirect" title="Marketing Research Institute International (MRII)">Marketing Research Institute International (MRII)</a></li> <li><a href="/wiki/Marketing_research_mix" title="Marketing research mix">Marketing research mix</a></li> <li><a href="/wiki/Marketing_research_process" title="Marketing research process">Marketing research process</a></li> <li><a href="/wiki/Master_of_Marketing_Research" title="Master of Marketing Research">Master of Marketing Research</a></li> <li><a href="/wiki/Observational_techniques" title="Observational techniques">Observational techniques</a></li> <li><a href="/wiki/Propaganda" title="Propaganda">Propaganda</a></li> <li><a href="/wiki/Quantitative_marketing_research" title="Quantitative marketing research">Quantitative marketing research</a></li> <li><a href="/wiki/Qualitative_marketing_research" title="Qualitative marketing research">Qualitative marketing research</a></li> <li><a href="/wiki/Survey_methodology" title="Survey methodology">Survey methodology</a></li></ul> </div> <div class="mw-heading mw-heading2"><h2 id="Notes">Notes</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=15" title="Edit section: Notes"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-1">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://web.archive.org/web/20101227123853/http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx">"Definition of Marketing"</a>. <a href="/wiki/American_Marketing_Association" title="American Marketing Association">American Marketing Association</a>. 2010-12-27. Archived from <a rel="nofollow" class="external text" href="http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx">the original</a> on December 27, 2010<span class="reference-accessdate">. Retrieved <span class="nowrap">2011-12-02</span></span>. <q>Approved by the AMA Board of Directors in October 2007, the <a href="/wiki/Marketing_Accountability_Standards_Board_(MASB)" class="mw-redirect" title="Marketing Accountability Standards Board (MASB)">Marketing Accountability Standards Board (MASB)</a> endorses this definition as part of its ongoing <a rel="nofollow" class="external text" href="http://www.commonlanguage.wikispaces.net/">Common Language in Marketing Project</a></q></cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Definition+of+Marketing&rft.pub=American+Marketing+Association&rft.date=2010-12-27&rft_id=http%3A%2F%2Fwww.marketingpower.com%2FAboutAMA%2FPages%2FDefinitionofMarketing.aspx&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span> <span class="cs1-visible-error citation-comment"><code class="cs1-code">{{<a href="/wiki/Template:Cite_web" title="Template:Cite web">cite web</a>}}</code>: </span><span class="cs1-visible-error citation-comment">External link in <code class="cs1-code"><code class="cs1-code">|quote=</code></code> (<a href="/wiki/Help:CS1_errors#param_has_ext_link" title="Help:CS1 errors">help</a>)</span></span> </li> <li id="cite_note-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-2">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://www.acq.osd.mil/dpap/Docs/cihandbooks.pdf">"Commercial Item Handbook"</a> <span class="cs1-format">(PDF)</span>. <q>market research is a business operation</q></cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Commercial+Item+Handbook&rft_id=https%3A%2F%2Fwww.acq.osd.mil%2Fdpap%2FDocs%2Fcihandbooks.pdf&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span></span> </li> <li id="cite_note-3"><span class="mw-cite-backlink"><b><a href="#cite_ref-3">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFAlex_Burke2011" class="citation web cs1">Alex Burke (17 December 2011). <a rel="nofollow" class="external text" href="https://smallbusiness.chron.com/formulated-marketing-36473.html">"What Is Formulated Marketing?"</a>. <i>Hearst Newspapers</i>. <q>Marketing is a business process that ..</q></cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=Hearst+Newspapers&rft.atitle=What+Is+Formulated+Marketing%3F&rft.date=2011-12-17&rft.au=Alex+Burke&rft_id=https%3A%2F%2Fsmallbusiness.chron.com%2Fformulated-marketing-36473.html&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span></span> </li> <li id="cite_note-4"><span class="mw-cite-backlink"><b><a href="#cite_ref-4">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFSusan_J._HartJohn_R._WebbMarian_V._Jones" class="citation journal cs1">Susan J. Hart; John R. Webb; Marian V. Jones. "Export Marketing Research and the Effect of Export Experience in Industrial SMEs": 18. <a href="/wiki/CiteSeerX_(identifier)" class="mw-redirect" title="CiteSeerX (identifier)">CiteSeerX</a> <span class="id-lock-free" title="Freely accessible"><a rel="nofollow" class="external text" href="https://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.461.857">10.1.1.461.857</a></span>. <q>Size of firm seems to be related to the use of informal market research</q></cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.atitle=Export+Marketing+Research+and+the+Effect+of+Export+Experience+in+Industrial+SMEs&rft.pages=18&rft_id=https%3A%2F%2Fciteseerx.ist.psu.edu%2Fviewdoc%2Fsummary%3Fdoi%3D10.1.1.461.857%23id-name%3DCiteSeerX&rft.au=Susan+J.+Hart&rft.au=John+R.+Webb&rft.au=Marian+V.+Jones&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span> <span class="cs1-visible-error citation-comment"><code class="cs1-code">{{<a href="/wiki/Template:Cite_journal" title="Template:Cite journal">cite journal</a>}}</code>: </span><span class="cs1-visible-error citation-comment">Cite journal requires <code class="cs1-code">|journal=</code> (<a href="/wiki/Help:CS1_errors#missing_periodical" title="Help:CS1 errors">help</a>)</span></span> </li> <li id="cite_note-5"><span class="mw-cite-backlink"><b><a href="#cite_ref-5">^</a></b></span> <span class="reference-text">Journal of Marketing, Vol. 14, No. 5 (Apr., 1950) pp. 733-736 <a rel="nofollow" class="external free" href="https://www.jstor.org/stable/1246952?seq=1#fndtn-page_scan_tab_contents">https://www.jstor.org/stable/1246952?seq=1#fndtn-page_scan_tab_contents</a></span> </li> <li id="cite_note-McDonald-6"><span class="mw-cite-backlink"><b><a href="#cite_ref-McDonald_6-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFMcDonald2007" class="citation cs2">McDonald, Malcolm (2007), <a rel="nofollow" class="external text" href="https://books.google.com/books?id=os0K20MsepoC&q=%22market+research+vs.+marketing+research%22&pg=PA364"><i>Marketing Plans</i></a> (6th ed.), Oxford, England: Butterworth-Heinemann, <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-7506-8386-9" title="Special:BookSources/978-0-7506-8386-9"><bdi>978-0-7506-8386-9</bdi></a></cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Marketing+Plans&rft.place=Oxford%2C+England&rft.edition=6th&rft.pub=Butterworth-Heinemann&rft.date=2007&rft.isbn=978-0-7506-8386-9&rft.aulast=McDonald&rft.aufirst=Malcolm&rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3Dos0K20MsepoC%26q%3D%2522market%2Bresearch%2Bvs.%2Bmarketing%2Bresearch%2522%26pg%3DPA364&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span></span> </li> <li id="cite_note-MaResearch.SubSlideShare-7"><span class="mw-cite-backlink"><b><a href="#cite_ref-MaResearch.SubSlideShare_7-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://www.slideshare.net/eminenture/market-research-38765720">"Market Research END-TO-END Benefits"</a>. September 6, 2014. <q>Because Market Research is a subset of Marketing Research, it is easy to see why the two terms are often confused.</q></cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Market+Research+END-TO-END+Benefits&rft.date=2014-09-06&rft_id=https%3A%2F%2Fwww.slideshare.net%2Feminenture%2Fmarket-research-38765720&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span></span> </li> <li id="cite_note-8"><span class="mw-cite-backlink"><b><a href="#cite_ref-8">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://marketing-insider.eu/difference-between-market-research-and-marketing-research">"Difference between Market Research and Marketing Research"</a>. 9 January 2018.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Difference+between+Market+Research+and+Marketing+Research&rft.date=2018-01-09&rft_id=https%3A%2F%2Fmarketing-insider.eu%2Fdifference-between-market-research-and-marketing-research&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span></span> </li> <li id="cite_note-MarKReSub-9"><span class="mw-cite-backlink"><b><a href="#cite_ref-MarKReSub_9-0">^</a></b></span> <span class="reference-text">Market Research is a subset of Marketing Research<link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://www.qualtrics.com/blog/market-research-v-marketing-research">"Difference Between Market & Marketing Research"</a>. September 24, 2019. <q>Market Research is a subset of Marketing Research</q></cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Difference+Between+Market+%26+Marketing+Research&rft.date=2019-09-24&rft_id=https%3A%2F%2Fwww.qualtrics.com%2Fblog%2Fmarket-research-v-marketing-research&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span></span> </li> <li id="cite_note-10"><span class="mw-cite-backlink"><b><a href="#cite_ref-10">^</a></b></span> <span class="reference-text">US Census data is both for Market research and for Marketing research: <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://www.census.gov/eos/www/napcs/finalized/web_54191_final_reformatted_edited_US082208.pdf">"NAPCS Product List for NAICS 54191: Marketing Research"</a> <span class="cs1-format">(PDF)</span>. <q>data collection services for marketing research and public opinion surveys, by methods other than ... data collection services provided as part of a market research services package that includes</q></cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=NAPCS+Product+List+for+NAICS+54191%3A+Marketing+Research&rft_id=https%3A%2F%2Fwww.census.gov%2Feos%2Fwww%2Fnapcs%2Ffinalized%2Fweb_54191_final_reformatted_edited_US082208.pdf&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span></span> </li> <li id="cite_note-11"><span class="mw-cite-backlink"><b><a href="#cite_ref-11">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFBabin2016" class="citation book cs1">Babin, Barry J. (2016). <a rel="nofollow" class="external text" href="http://archive.org/details/exploringmarketi0000babi_ed11"><i>Exploring marketing research</i></a>. Internet Archive. Boston, MA : Cengage Learning. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-1-305-26352-9" title="Special:BookSources/978-1-305-26352-9"><bdi>978-1-305-26352-9</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Exploring+marketing+research&rft.pub=Boston%2C+MA+%3A+Cengage+Learning&rft.date=2016&rft.isbn=978-1-305-26352-9&rft.aulast=Babin&rft.aufirst=Barry+J.&rft_id=http%3A%2F%2Farchive.org%2Fdetails%2Fexploringmarketi0000babi_ed11&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span></span> </li> <li id="cite_note-Malhotra-12"><span class="mw-cite-backlink"><b><a href="#cite_ref-Malhotra_12-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFMalhotra2002" class="citation book cs1">Malhotra, Naresha K. (2002). <span class="id-lock-registration" title="Free registration required"><a rel="nofollow" class="external text" href="https://archive.org/details/basicmarketingre00nare"><i>Basic Marketing Research: A Decision-Making Approach</i></a></span>. Upper Saddle River, NJ: Prentice Hall. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-13-376856-5" title="Special:BookSources/978-0-13-376856-5"><bdi>978-0-13-376856-5</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Basic+Marketing+Research%3A+A+Decision-Making+Approach&rft.place=Upper+Saddle+River%2C+NJ&rft.pub=Prentice+Hall&rft.date=2002&rft.isbn=978-0-13-376856-5&rft.aulast=Malhotra&rft.aufirst=Naresha+K.&rft_id=https%3A%2F%2Farchive.org%2Fdetails%2Fbasicmarketingre00nare&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span></span> </li> <li id="cite_note-13"><span class="mw-cite-backlink"><b><a href="#cite_ref-13">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://www.investopedia.com/financial-research-data-hub-5192040">"Investopedia Studies, Research, and Analysis"</a>. <i>Investopedia</i><span class="reference-accessdate">. Retrieved <span class="nowrap">2024-06-16</span></span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=Investopedia&rft.atitle=Investopedia+Studies%2C+Research%2C+and+Analysis&rft_id=https%3A%2F%2Fwww.investopedia.com%2Ffinancial-research-data-hub-5192040&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span></span> </li> <li id="cite_note-14"><span class="mw-cite-backlink"><b><a href="#cite_ref-14">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFInternational" class="citation web cs1">International, B2B. <a rel="nofollow" class="external text" href="https://www.b2binternational.com/publications/research-for-decisions/">"Measuring & Maximising The ROI Of Market Research"</a>. <i>B2B International</i><span class="reference-accessdate">. Retrieved <span class="nowrap">2024-06-16</span></span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=B2B+International&rft.atitle=Measuring+%26+Maximising+The+ROI+Of+Market+Research&rft.aulast=International&rft.aufirst=B2B&rft_id=https%3A%2F%2Fwww.b2binternational.com%2Fpublications%2Fresearch-for-decisions%2F&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span><span class="cs1-maint citation-comment"><code class="cs1-code">{{<a href="/wiki/Template:Cite_web" title="Template:Cite web">cite web</a>}}</code>: CS1 maint: numeric names: authors list (<a href="/wiki/Category:CS1_maint:_numeric_names:_authors_list" title="Category:CS1 maint: numeric names: authors list">link</a>)</span></span> </li> <li id="cite_note-Twedt-15"><span class="mw-cite-backlink"><b><a href="#cite_ref-Twedt_15-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFTwedt1983" class="citation cs2">Twedt, Dick Warren (1983), <i>1983 Survey of Marketing Research</i>, Chicago: American Marketing Association</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=1983+Survey+of+Marketing+Research&rft.place=Chicago&rft.pub=American+Marketing+Association&rft.date=1983&rft.aulast=Twedt&rft.aufirst=Dick+Warren&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span></span> </li> <li id="cite_note-16"><span class="mw-cite-backlink"><b><a href="#cite_ref-16">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://www.process.st/decision-making-process/">"DECIDE: A Decision Making Process for Intelligent Decisions | Process Street | Checklist, Workflow and SOP Software"</a>. <i>www.process.st</i>. 2019-12-11<span class="reference-accessdate">. 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(1988), <i>1988 Survey of Marketing Research</i>, Chicago: American Marketing Association</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=1988+Survey+of+Marketing+Research&rft.place=Chicago&rft.pub=American+Marketing+Association&rft.date=1988&rft.aulast=Kinnear&rft.aufirst=Thomas+C.&rft.au=Root%2C+Ann+R.&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing+research" class="Z3988"></span></span> </li> </ol></div></div> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=16" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li>Bradley, Nigel <i>Marketing Research. Tools and Techniques.</i>Oxford University Press, Oxford, 2007 <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/0-19-928196-3" title="Special:BookSources/0-19-928196-3">0-19-928196-3</a> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-19-928196-1" title="Special:BookSources/978-0-19-928196-1">978-0-19-928196-1</a></li> <li>Marder, Eric <i>The Laws of Choice—Predicting Customer Behavior</i> (The Free Press division of Simon & Schuster, 1997. <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/0-684-83545-2" title="Special:BookSources/0-684-83545-2">0-684-83545-2</a></li> <li>Young, Charles E, <i>The Advertising Handbook</i>, Ideas in Flight, Seattle, WA, April 2005. <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/0-9765574-0-1" title="Special:BookSources/0-9765574-0-1">0-9765574-0-1</a></li> <li>Kotler, Philip and Armstrong, Gary <i>Principles of Marketing</i> Pearson, Prentice Hall, New Jersey, 2007 <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-13-239002-6" title="Special:BookSources/978-0-13-239002-6">978-0-13-239002-6</a>, <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/0-13-239002-7" title="Special:BookSources/0-13-239002-7">0-13-239002-7</a></li> <li>Berghoff, Hartmut, Philip Scranton, and Uwe Spiekermann, eds., <i>The Rise of Marketing and Market Research</i> (New York: Palgrave Macmillan, 2012), <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-230-34106-7" title="Special:BookSources/978-0-230-34106-7">978-0-230-34106-7</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="External_links">External links</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Marketing_research&action=edit&section=17" title="Edit section: External links"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style 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srcset="//upload.wikimedia.org/wikipedia/commons/thumb/d/df/Wikibooks-logo-en-noslogan.svg/60px-Wikibooks-logo-en-noslogan.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/d/df/Wikibooks-logo-en-noslogan.svg/80px-Wikibooks-logo-en-noslogan.svg.png 2x" data-file-width="400" data-file-height="400" /></span></span></div> <div class="side-box-text plainlist">Wikibooks has a book on the topic of: <i><b><a href="https://en.wikibooks.org/wiki/Marketing" class="extiw" title="wikibooks:Marketing">Marketing</a></b></i></div></div> </div> <ul><li><span class="noviewer" typeof="mw:File"><a href="/wiki/File:Commons-logo.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/4/4a/Commons-logo.svg/12px-Commons-logo.svg.png" decoding="async" width="12" height="16" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/4/4a/Commons-logo.svg/18px-Commons-logo.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/4/4a/Commons-logo.svg/24px-Commons-logo.svg.png 2x" data-file-width="1024" data-file-height="1376" /></a></span> Media related to <a href="https://commons.wikimedia.org/wiki/Category:Marketing_research" class="extiw" title="commons:Category:Marketing research">Marketing research</a> at Wikimedia Commons</li></ul> <div class="navbox-styles"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1236075235">.mw-parser-output .navbox{box-sizing:border-box;border:1px solid #a2a9b1;width:100%;clear:both;font-size:88%;text-align:center;padding:1px;margin:1em auto 0}.mw-parser-output .navbox .navbox{margin-top:0}.mw-parser-output .navbox+.navbox,.mw-parser-output .navbox+.navbox-styles+.navbox{margin-top:-1px}.mw-parser-output .navbox-inner,.mw-parser-output .navbox-subgroup{width:100%}.mw-parser-output .navbox-group,.mw-parser-output .navbox-title,.mw-parser-output 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