Marketing research is "the planned and systematic gathering and collation of data and the analysis of information relating to all aspects of marketing and the final consumption of goods or services" -Leader & Krystis. Sometimes a company may want information about its customers, and so will carry out research.
The marketing environment is constantly changing and as marketers we need to monitor these changes through research. The research is not used to make decisions but to reduce the risk of making a wrong decision. …
