MARKET RESEARCH

|Key Term |Definition/explanation |Example |
|Market research |Definition | |
| |The collection and analysis of information about consumers, | |
| |market niches, and the effectiveness of marketing programs. | |
|Primary research |Primary research (also called field research) involves the | |
| |collection of data that does not already exist, which is | |
| |research to collect original data. Primary Research is often| |
| |undertaken after the researcher has gained some insight into| |
| |the issue by collecting secondary data. | |
|Secondary research |Secondary research (also known as desk research) involves | |
| |the summary, collation and/or synthesis of existing research| |
| |rather than primary research, where data is collected from, | |
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