Healthcare Glossary

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Marketing research (MR)

The use of qualitative and quantitative research to analyse and interpret the information behind marketing plans and strategies.

The objective of marketing research(MR) is to provide industry with relevant, accurate, reliable, valid, and current data. Competitive marketing environment coupled with the escalating costs attributed to bad decision making, demands that marketing research provide sound information.

Note that some specialists recognise Market Research as concerned with markets, whilst Marketing Research is regarded as specifically about the marketing processes.

See also:
Marketing Plan
Marketing Strategy
Market Research