Is a systematic process design, collect analyses and
reporting data and findings relevant to a specific marketing situation facing
organization. Or Is the process or set of processes that links consumers,
customers and end users to the marketer through information’s used to identify
and define market opportunity and problems; generate refine, and evaluate
marketing actions: monitor marketing performance; and improve understanding of
market as a process. Marketing research specifies the information required to address
these issues, designs the methods for collecting information’s, manages and implement
the data collection process, analyze the results and communicates the findings
and their implications.
ZAITUNI BACHUBIRA
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