chapter  8
40 Pages

Marketing research and information systems

According to the American Marketing Association, marketing research involves the “systematic gathering, recording, and analyzing of data about problems relating to the marketing of goods and services.” This definition provides a useful description of the nature of marketing research, but it fails to include preresearch analysis, which is an important aspect of the research process. Before data collection, careful planning is required to specify both the kind of information needed and the purpose of such information. Without preresearch activities, there is a great danger that critical information may not be obtained and that what is obtained may turn out to be irrelevant or unsuitable. The letter in Exhibit 8.1 shows a lack of problem definition, research objectives, and preresearch activities.