Market research is the process of evaluating the viability of a new service or product through research conducted directly with potential customers. It allows a company to define its target market and get opinions and other feedback from consumers about their interest in a product or service.

Marketing research is the first important step that a marketer has to do before creating marketing plan and launching a product or service domestically or internationally. Knowing that creating an effective marketing strategy will help identify the target customer needs then find ways to capture the intended customer's attention with a unique value proposition and finally get the customer to perform the intended action. Marketing research requires company to spend resources to obtain in many different research activities such as marketing testing, surveys, finding out more data and statistics. There are primarily two types of marketing research, primary data research that a business can do itself or hire someone to perform. This data is collected specifically for the purpose at hand and is customized for your business. Marketing research is the planning, collection, and analysis of data relevant to marketing decision making and the communication of this analysis to management which provides information to make better decisions at every stage of marketing plan strategy. Usually, there are 7 steps that marketers take when they conduct in a marketing research. First, marketer needs to identify problems and state research objectives. Ultimate goal is to develop clear, concise, and meaningful marketing research objectives Development of an approach to the problem. This stage includes objectives of conducting research, formulating conceptual framework, analytical models, research questions, developing hypotheses, and identifying the information needed. This process is guided by discussions with management and industry experts, analysis of secondary data, qualitative research and pragmatic considerations.