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Here is the beginning of the summary article from The SAGE Encyclopedia of Qualitative Research Methods:
Traditionally, market research has been understood as the process of gathering, analyzing, and interpreting data about a particular market—and the products, brands, or services within that market—to help organizations make better business decisions. Finding out what the customer (current, past, or potential) wants lies at the heart of market research. (more)
Here's the beginning of a topic overview article on market research from the Encyclopedia of Small Business:
If the “market” is viewed as the totality of all environmental factors that bear down on a business, market research may be defined as a disciplined investigation aimed at discovering what is going on and, most importantly, what is changing in the environment. The object is to discover opportunities and threats. and to assess how some intended action might play itself out. The research may be designed broadly or narrowly, but even limited studies must have sufficient scope to give the investigation context. (more)
