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Introduction

Marketing research can be defined as the universal collection and study of information related to marketing in order to produce the data which is utilizable during decision making processes (Blythe, 2006). Principles and Practice of Marketing as considered by many authors, is the creation of the information that can actually be used as a key to know what to sell and

whom to sell it to.

The use of marketing research is to flesh out the data generated from surveys to discuss the merchandises and facilities of the company. This approach has no doubt become an eye opening practice for most of the business owners and has helped them to get insight of a customer’s opinion towards their company (Donovan, Henley, 2010).
Discussion
How does marketing research assist marketing managers to know their consumers?
As a business person, learning more about the customers can be made possible through marketing research. It helps an individual to assemble and organize the preliminary information of the customers for the development of a customer’s profile.

For example many professional companies use marketing research to understand its customers using two ways i.e. qualitative studies like interviews, Principles and Practice of Marketing free flowing open end discussions and quantitative studies consisting majorly of surveys (Hibbert, 1985). Surveys for understanding clients are made better by defining the targeted customers and then deciding on a specific …