In order to answer this question, we must first define what marketing research is. ‘Marketing research is a systematic approach to gathering facts and figures related to the marketing of goods and services’ (Tull and Hawkins – 1992). This is a very simple but useful definition that can be expanded to underline the purpose of this activity to ‘a formalised means of obtaining information to be used in making marketing decisions’. These ‘marketing decisions’ are the answers …showed first 75 words of 1487 total…

…showed last 75 words of 1487 total…s requirements and how they can improve upon their product in comparison to rival firms by the collecting of information that is specific to the firm’s needs. Techniques such as the clubcard means that a firm can tend its product range towards what the consumer requires. And if the firm feels it does not have the know-how about marketing research, there is a role for specialist marketing research firms to produce the relevant information.