ABSTRACT
Market research is “the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.” (Malhotra, 2010). While other and more detailed definitions have been given, especially by the American Marketing Association, this definition is concise and focuses on the fact that information needs to be developed as it relates to specific business problems or opportunities. In business to business settings, market research is heavily used for forecasting, developing trends, finding market potential, studying the competition, and developing sales forecasts and sales quotas.
