Marketing research is the process or set of processes that links the consumers, customers, and end users to the marketer through information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyses the results, and communicates the findings and their implications.It is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of marketing mix the  impacts consumer behaviour. The term is commonly interchanged with market researchhowever, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with market, while marketing research is concerned specifically about marketing processes.Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes,and behavior of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaign .marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing. 

The task of marketing research (MR) is to provide management with relevant, accurate, reliable, valid, and current information. Competitive marketing environment and the ever-increasing costs attributed to poor decision making require that marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment. Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. ongoing marketing research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers.marketing researchers were responsible for providing the relevant information  and marketing decisions were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research.

RESEARCH AND MARKET SECTOR

The retail industry aspect of online market research, is being transformed worldwide by m-commerce with its mobile audience, rapidly increasing as the volume and varieties of products purchased on the mobile medium, increases. Smartphone and tablet penetration is fast increasing and contributing significantly to online shopping growth.The primary online sale providers in B2C E-Commerce, worldwide, includes the USA based Amazon.com In which remains the E-Commerce revenues, global leader. The growth leaders in the world top ten are two online companies from China, both of which conducted initial public offering (IPO) this year;The Marketing Research Association was founded in 1957 and is recognized as one of the leading and prominent associations in the opinion and marketing research profession.

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