Impact of Marketing Research on Small Business Performance in UK

To evaluate the impact of marketing research on Small business performance in UK

Review of The ‘Research Opportunities in the Field of Marketing’.

Marketing Management


According to Saunders et al (2012), marketing research is defined as a systematic collection, classification, and analysis of data related to “marketing activities, opinions, and processes” in order to generate meaningful information to facilitate marketing decisions.  This systematic research includes multi-step design to collect valid and reliable data through appropriate tools like surveys, experiments, and interviews. Continue reading