A function of marketing research is to provide information that will help opportunities to be identified, evaluated, compared and selected. (BNCI)
International marketing research in the gathering of information from search activities into international markets. (BNCI)
Its main object of attention is the customer (or market-place), and it is the customer's response, or non-response, that gives rise to most of the problems which marketing research is applied to. (BNCI)