Market research involves collecting, recording, and making sense of all the available information which will help a business unit to understand its market. Market research sets out to answer the following questions:
Market research and analysis
Data gathering involves collecting as much information as possible about the market, usually before any further steps are taken such as creating a marketing model. It relies on desk research and field research. Data is divided into primary and secondary categories. Primary data are collected in the field. Secondary data are gathered from all the material that is at present available on the subject, and is always studied first when doing desk research.
A marketing plan is a comprehensive blueprint which outlines an organization's overall marketing efforts. A marketing process can be realized by the marketing mix.
The marketing plan can function from two points: strategy and tactics (P. Kotler, K.L. Keller). In most organizations, "strategic planning" is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look at a practical plan which stretches three or more years ahead.