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Marketing research can be defined as the collection and analysis of information to support marketing decision making, and the communication of this analysis to management. The corollary of this definition might be that marketing research is only done if there is at least a potential for a decision to be made because of it. We can distinguish four types of market research objective: ·<Tab/>Exploratory: done to set …

…for example, identifying the demographic characteristics of a region where a product might be marketed). It can also be used to assist in the analysis of data gathered by primary research: for example, by validating the representativeness of demographic data that was collected by a survey. In summary, there are several different types of marketing research, and an important part of the researcher's job is determining which types are relevant to a specific marketing problem.