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Marketing research is used to determine why sales of a product, such as cereal, might have dropped. Qualitative data, typically gathered through interviews, can help market researchers determine the popular opinion. Marketing research is the research that companies do to study customers and other companies. Marketing research might include using social media to see what in trending within a particular industry. Giving away free samples in exchange for filling out a survey is one way companies conduct marketing research.
Research is then done to answer the question, and that answer can be turned into a marketing technique that may get better results. There are two types of marketing research. The first is consumer research, where the goal is to study the purchasing habits of consumers. This can be done by tallying up how much of a product is sold, through surveys or through other means.