Green and Tull have defined marketing research as follows:
“Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing.”
The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose, we may think of research objectives as falling into a number of following broad groupings:
- To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory or formulative research studies);
- To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies);
- To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies);
- To test a hypothesis of a causal relationship between variables (such studies are known as hypothesis-testing research studies).