Marketing has changed from what it used to be 10 years ago or even 2 years ago. The world is more digital. The environment is rapidly changing and to be successful business must change with the environment. Business need to increase sales so that they will be successful. According to AMA (July, 2013) marketing has been defined; Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing research is the function that links the consumer, customer, and public to the marketer through information–information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications (AMA, October 2004).