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The systematic gathering, recording, and analysing of data about problems relating to marketing of goods and services’. Kotler and Keller define marketing research as ‘the systematic design, collection, analysis, and reporting of data and findings relevant to a specific market situation facing the company.
Marketers need information to interpret their past performance and analyse current marketing environment. They need to develop knowledge on their particular markets. This is where marketing research and MIS come in the picture.SEE MORE DOWNLOAD