Definition of Marketing Research


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DEFINITIONS OF MARKETING RESEARCH:

 

Let us now, consider some definitions of MR:

(1)   The most widely accepted definition of marketing research is given by American Marketing Association (AMA). The AMA has defined marketing research as “the systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services”

(2) According to Richard D. Crisp: “Marketing research is the systematic, objective and exhaustive search for and study of the facts relevant to any problem in the field of marketing.”

(3) According to Philip Kotler: “Marketing research is systematic problem analysis, model building and fact-finding for the purpose of improved decision-making and control in the marketing of goods and services.”

(4) Luck, Wales and Taylor have defined marketing research as “the application of scientific method to the solution of marketing problems”

(5)Green and Tull have defined marketing research as “the systematic and objective search for and analysis of information relevant to the identification and solution of any problem in the field of marketing.”

(6) British Institute of Management: In 1962, the British Institute of Management defined marketing research as/ “The objective gathering, recording and analyzing of all facts about problems relating to the transfer and sales of goods and services from producer to consumer.”

 

 


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