Marketing research aims to take some of the risk out of marketing decisions by providing information that can form part or the entire basis of decision making. It is applicable to all aspects of marketing-mix decisions and should be an integral part of the process of formulating marketing strategy. Marketing research can help in a variety of studies and makes use of both primary and secondary data sources. It can be conducted either in-house by a firm's own staff or by outside marketing research companies that specialise in marketing research activities. Outside research companies, or agencies, offer a wide range of services, ranging from off-the-peg studies to tailor-made studies to meet the needs of individual clients. As is the case with many other services involving obtaining information from firms and members of the public, ethical considerations are an important issue. In a rapidly changing environment, the need to come up with new ideas is also extremely important and priority needs to be given to introducing creativity into marketing research.

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