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Naresh Malhotra defines marketing research as the systematic and objective identification, collection, analysis, dissemination, and use of information. The primary purpose is to improve decision-making related to identifying and solving problems in marketing.

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Used to describe market characteristics, consumer demographics, or frequencies (e.g., surveys, observations).

Unlocking Business Success with "Marketing Research" by Naresh Malhotra: The Ultimate PPT Resource Guide

Marketing research serves as the backbone of strategic decision-making in the modern business landscape. Among the various authorities on this subject, Naresh K. Malhotra’s textbook, Marketing Research: An Applied Orientation , stands as the gold standard for students, academics, and marketing professionals globally.