Question: Describe the development of the marketing research function and its major activities. Marketing research, or the collection and use of information in marketing decision making, began when Charles C. Parlin, an ad salesman, counted empty soup cans in Philadelphia's trash in an eff ort to persuade the Campbell Soup Company to advertise in The Saturday Evening Post. Today, the most common marketing research activities are
(1) determining market potential, market share, and market characteristics and
(2) conducting sales analyses and competitive product studies. Most large consumer goods companies now have internal marketing research departments. However, outside suppliers still remain vital to the research function. Some perform the complete research task, while others specialize in a limited area or provide specific data services.