Essentials of Marketing

3  Marketing Research

DOI: 10.4324/9781003170891-5

LEARNING OBJECTIVES

• ‣ To define marketing research and understand the role it plays in marketing
• ‣ To explore the marketing research process
• ‣ To analyse different types of research approaches
• ‣ To highlight the importance of data analysis and interpretation
• ‣ To explore the role big data, data analytics, and machine learning play in marketing research

Introduction

Marketing research is the activity used by marketers to capture the voice of the customer. It is the role of the market researcher to collect, analyse, and disseminate market research data throughout an organisation. It is important that knowledge about an organisation’s customers does not exclusively sit within the marketing ...