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Marketing Research: Intro

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"The systematic gathering, recording, and analyzing of data with respect to a particular market, where market refers to a specific customer group in a specific geographic area."

-- from AMA Dictionary


"Market Research" or "Marketing Research." What's the difference?

  • "Market Research" is research exploring a very specific market (for example: food tourism)
  • "Marketing Research" is broader (for example: Consumer related research, such as factors impacting consumer purchasing decisions)


Demographics are the characteristics of human populations, especially when used to identify consumer markets.  Some groups are:

  • Age
  • Educational attainment or enrollment
  • Geographic Area
  • Income
  • Race

Demographic Sources:



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