Information plays a key role in decision-making and in making marketing plans and
strategies for companies. Marketing research is an important tool to help collect and
develop information. This research addresses the role of marketing research in t
he process
of renewal and innovation. This research shows that there is a positive significant
relationship between conducting marketing research and constantly offering new products,
as well as the existence of a positive significant relationship between conducting marketing
research and the development of existing products both technically and marketingwise.
