information technology in marketing research

The importance and toolkit of marketing research while launching domestic enterprises in international markets

The article presents the concept of marketing research, its methodology and a brief overview of key categories of research. The authors define marketing research as the collection, processing, analysis and synthesis of data to support marketing decisions and the activities of enterprises in the market by reducing uncertainty and risk.

Four types of basic marketing research are described, including primary research, secondary research, quantitative research, and qualitative research.