Marketing Research

Research is a very important aspect of a marketing plan. Marketing research is the systematic design, collection, interpretation, and reporting of information to help marketers solve specific problems or take advantage of opportunities. (Text 116) Gathering data allows marketers to better inform potential customers of products or services. Marketers, when trying to create value for their company, need to take a whole list of factors into consideration when implementing a plan. When collecting information, marketers want to be careful that the data is valid and was received from a reliable source. If not, the data could be skewed, potentially ruining all hopes of taking an advantage of an opportunity. There are various methods in which to collect data. All of which, should help add value for the company. How can marketers be sure, that the data they have collected is in fact valid and reliable?