Marketing research Function that links the customer to the marketer through information Information used to Identify and define marketing opportunities and problems Generate, refine and evaluate marketing actions Monitor marketing performance Marketing Research Specifies the information required Designs the method for collecting the information Implements the data collection process analyzes the data collected Communicates the findings and their implicationsMarketing Research Function that links the customer to the marketer through information Information used to: – Identify and define marketing opportunities and problems – Generate, refine and evaluate marketing actions – Monitor marketing performance Marketing Research: – Specifies the information required – Designs the method for collecting the information – Implements the data collection process – Analyzes the data collected – Communicates the findings and their implications