Marketing research can be defined as the systematic collection, recording, and analysis of data related to marketing products and services. Marketing research, as the name suggests, consists of processes related to marketing. Every manager of a business firm wants appropriate information that can generate awareness of his/her product or service among the public. For this purpose, a marketing researcher gathers information by systematic analysis of the scenario in the market. There are two parts of marketing research - Consumer marketing research and Business-to-Business (B2B) marketing research. Marketing research involves identification, collection, analysis, and dissemination of information. In this globalized and highly competitive world, the need of marketing researchers has increased tremendously. Many institutes in India offer courses in marketing research.
After completing their courses, students can join in any small or big business organizations and work in the marketing research department as operational supervisor, junior analyst, analyst, senior analyst, statistician/data processing specialist, field work director, project manager, assistant director of research, research director, vice president of marketing research etc, based on experience and competency.