Marketing research involves identifying problems or opportunities, collecting data through various methods, analyzing the information, and disseminating the results to aid in decision making. There are two main types: problem identification research looks at potential future issues, like market trends or forecasts, while problem solving research addresses existing problems or opportunities, such as improving segmentation, products, pricing, or distribution strategies.

1. Marketing Research
Introduction

2. Definition
Identification
Collection
Analysis
Dissemination
&
Use of information for decision making.

3. Type of marketing research
• Problem identification
– Which are not apparent and not yet exist but may arise
in future
– Example: research regarding market potential, market
share, short or long-range forecasting, business trends
etc.
• Problem solving
– Starts after identification of problem or opportunity
– Example: research regarding segmentation, product,
pricing, promotion, distribution etc.