The purpose of marketing research 421 What is marketing research

Kotler (2000) defines marketing research as 'the systematic design, analysis and reporting of data and findings relevant to a specific marketing situation facing the company'.

It is often asked whether there is a difference between market research and marketing research. The difference is in the scope of an investigation, as shown in Figure 4.1. Market research is used to refer to research into a specific market, investigating such aspects as market size, market trends, competitor analysis, and so on. Marketing research is a much broader concept, covering investigation into all aspects of the marketing of goods or services, such as product research and development, pricing research, advertising research,

Areas covered by Market research

Market size

Market share

Market potential

Competition

Consumer profiles

Competition

Consumer profiles

Segmentation studies

Areas covered by Marketing research

Promotion and creative research

Distribution research

Trade analysis

Consumer research

Pricing research

Competitor analysis

Product research

Pricing research

Competitor analysis

Product research

Market research

Figure 4.1 Comparison of market research and marketing research.

distribution research, as well as all the aspects of market analysis covered by market research.

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