Exploring Marketing ResearchWilliam G. ZikmundChapter 1: The Nature ofMarketing Research The Nature of Marketing Research Marketing research is one of the principal tools for answering questions because it: Links the consumer, customer, and public to the market through information used to identify and define marketing Generates, refines, and evaluates marketing actions Monitors marketing performance Underlines the understanding of marketing as a processMarketing Research DefinedThe systematic an
