Research is the scholarly or scientific practice of gathering existing or
new information in order to enhance one's knowledge of a specific area.
Research has many categories, from medicine to literature. Marketing
research, or market research, is a form of business research and is
generally divided into two categories: consumer market research and
business-to-business (B2B) market research, which was previously known as
industrial marketing research. Consumer marketing research studies the
buying habits of individual people while business-to-business marketing
research investigates the markets for products sold by one business to
another.
Consumer marketing research is a form of applied sociology that concentrates
on understanding the behaviours, whims and preferences, of consumers in a
market-based economy. The field of consumer marketing research as a
statistical science was pioneered by Arthur Nielsen with the founding of the
ACNielsen Company in 1923.
In addition to marketing research, other forms of business research include:
Market research is broader in scope and examines all aspects of a business
environment. It asks questions about competitors, market structure,
government regulations, economic trends, technological advances, and
numerous other factors that make up the business environment. (See
Environmental scanning.) Sometimes the term refers more particularly to the
financial analysis of companies, industries, or sectors. In this case,
financial analysts usually carry out the research and provide the results to
investment advisors and potential investors.
Product research - This looks at what products can be produced with
available technology, and what new product innovations near-future
technology can develop. (see New Product Development)
Advertising research - is a specialized form of marketing research conducted
to improve the efficacy of advertising. copy testing, also known as
pre-testing, is a form of customized research that predicts in-market
performance of an ad before it airs by analyzing audience levels of
attention, brand linkage, motivation, entertainment, and communication, as
well as breaking down the ad’s flow of attention and flow of emotion.
Pre-testing is also used on ads still in rough (ripomatic or animatic) form.
(Young, p213)
From:
Wikipedia
MARKETING
RESEARCH