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INTRODUCTION
Redefining marketing research
The board of directors of American Marketing Association (AMA) has approved the following new definition of marketing research on August 2004.
‘’Marketing research is the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.’’
According to Chartered Institute of Marketing, UK
‘’…the objective gathering, recording and analysing of all facts about problems relating to the transfer and sales of goods and services from producer to......

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Approximate Word Count: 2945
Approximate Pages: 12 (250 words per double-spaced page)

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