Marketingul este de neconceput fara un flux continuu si sistematic de informatii cu privire la mediul intern si extern al unitatii economice. Informatia reprezinta una dintre resursele primare pentru realizarea conducerii pe baze stiintifice a activitatilor de marketing si pentru asigurarea unui grad ridicat de adaptabilitate la conditiile in care functioneaza, in vederea satisfacerii la un nivel superior a cerintelor pietei si a cresterii eficientei. Pentru a raspunde unor astfel de exigente, odata cu dezvoltarea practicii marketingului s-a conturat o componenta de prima importanta a acestuia, cunoscuta sub denumirea de cercetare de marketing.



Definitie
AMA- American Marketing Association Marketing research - Marketing research is the function that links the consumer, customer, andpublic to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.

Cercetarile de marketing reprezinta functia care ii leaga pe consumatori, clienti si public de
marketer prin informatie.
Cercetari de marketing
1. Cercetarile de marketing. Consideratii generale. Clasificarea cercetarilor de marketing
2. Sistemul informational de marketing
3. Procesul cercetarii de marketing. Metode si tehnici. Esantionarea
4. Instrumente folosite in Cercetarile de marketing. Interviul. Chestionarul. Focus grupul.
5. Bibliografie