In this chapter, we discovered the critical nature of marketing research on the success of a business. Next, we learned about the seven steps of the marketing research process and how each step builds toward an actionable plan by management.

marketing research — the function that links the consumer, customer, and public to the marketer through information. primary data — unique information that is collected by the researcher with the current project in mind. big data — the countless number of records that continues in an increasing capacity and at a faster rate; often described as volume, velocity, and variety of data generated. marketing information — also known as business intelligence, competitive intelligence, or marketing intelligence; information about the market that helps to identify opportunities available.