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Is the systematic task steps in the gathering, analyzing, interpreting and transforming of data structures ans results in to decision-making information (Hair, Bush, Ortinau, 2010)

Effective market research identifies customer needs, wants, drivers, perception, and more information.

The marketing research is based in 9 steps

1. Research problem (Administrative decision problem ADP/marketing research problem MRP)
2. Information needs
3. Reseach objectives and goals
4. Research design
5. Data gathering procedure
6. Data gathering
7. Data processing
8. Data analysis
9. Results report

Services are different than products and need to be marketed differently.

So the classical 4 P structure of the Marketing Mix needs to be modified suitably to incorporate the 8 Ps for services marketing, which was previously known as the 7 Ps only.

In integral services management, improving productivity is a requisite in cost management; but quality, as defined by the customer, is essential for a service to differentiate itself from other providers.

These are the 8p’s services marketing

1. Product
2. Price
3. Place
4. Promotion
5. People
6. Process
7. Physical evidence
8. Productivity and quality