Information and reliable data form the bedrock of any management decision. They also form the basis for all the diagnostic and prognostic efforts of managers from marketing stand, point problems can only be anticipated identified analyzed resolved or prevented if accurate and reliable and external sources. This overriding impact of marketing information is so obvious that every trained marketing manger made deliberated efforts to generate analyzes and reliable marketed related information.
Marketing research and making information system are concerned with information gathering. According to the American marketing association (A.M.A) marketing research is the systematic gathering recording and analyzing of data about problems relating to the marketing of goods and services.
A major weakness of this definition is that it implicitly ignores the fact that not only marketing research analyzes and solves problems but identify them. Secondly, it has been criticized for not being clear on the goals of marketing. A short but acceptable definition sees marketing research as a formalize decision.
Taken together these two definitions which reveal the nature and scope of marketing research, Firstly, they show that the purpose of marketing research is to aid in marketing decision, it may help to identify marketing problems and opportunities available course of action in resolving the matter.
Secondly, it is a formalized or systematic means of obtaining the needed information. This is the process in either accident happened but deliberate and organized. It is systematic in the sense of following a defined and three tested procedure.
Thirdly, following closely from the second observation is the fact that marketing research seeks observation objectively, in so doing the marketing research process aim at being scientific in the sense of finding out what is although the information generated is expected among other thing to help determine what should be.