Philip Kotler, the guru of marketing, defined marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. In order to achieve the primary goal of creating marketing-value and customer satisfaction, the research area of marketing deals with the market environment and strategy, marketing goals, STP (Segmentation, Targeting, Positioning), the 4P Mix (Product, Price, Promotion, Place), customer satisfaction, and performance analysis.
Most research in the area is based on social and human sciences including economics, psychology, sociology, geography, and linguistics, so it requires an interdisciplinary approach. Empirical analysis is the key methodology that is mainly used but relativistic analyses such as the critical method, ethnographic approach are also widely used.
Marketing research aims to investigate both the fundamental theories using scientific approach and the issues with which companies in the real world must face. The demand for marketing research is gradually growing, and this means that challenging but meaningful opportunities for marketing research is also growing.