ABSTRACT
Marketing research is the function that links the consumer, customer and public to the marketer through information. . . it specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyses the results, and communicates the findings and their implications (American Marketing Association, 2003)
Market research is a subset of marketing research. Market research refers to research on markets, whereas marketing research covers the broad scope of marketing activity
A database does not have to be computer-based but access to database technology is easy and cheap. A database will collect data about past, potential and current customers. A database differs from an accounting system in that the data must be relevant to marketing decision-making. It is important that data fed into the marketing database is relevant to marketing decisions, now and in the future.
