The document discusses marketing research and outlines the marketing research process. It describes the 6 steps of the marketing research process as: 1) define the problem, 2) develop the research plan, 3) collect the information, 4) analyze the information, 5) present the findings, and 6) make the decision. It also lists characteristics of good marketing research as using the scientific method, employing multiple research methods, valuing both data and the cost of obtaining information, and maintaining a healthy skepticism.