marketing research

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.

Nowadays, marketing research is increasingly important for the success of enterprises. Conducting marketing research reduces the risk of making wrong decisions in the analysis and development of marketing strategies, planning and control of marketing activities.