Marketing research is the function that links the consumer, customer, and public to the marketer through information  identification,  collection,  analysis,  dissemination, and  use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.

Uncontrollable Environmental Factors Economy Technology Competition Laws and Regulation Social and Cultural Factors Political Factors Assessing Information Needs Customer Groups Consumers Employees Channel Members Suppliers Marketing Research Marketing Managers Market Segmentation Marketing Programs Target Market Selection Performance and Control Controllable Marketing Variables Product Pricing Promotion Distribution Marketing Decision Making Providing Information Figure 1.5 The Role of Marketing Research in Marketing Planning process

Market Research - Customer satisfaction or dissatisfaction - Opportunities for new products or services - Trends such as population shifts, legal development,etc Marion can assist with market surveys, customer focus groups, researching published reports, statistical information, and interviews of industry experts. Marketing plan describes corporate identity& image company wish to have to build brand over time.

 Managing Marketing Mix - products (narrow / broad product line) - price - place ( cost & traffic flow in retail store) - promotion  Measurement of performance periodically