What is a literature review? A literature review is a comprehensive study and interpretation of the literature (articles, studies, journals) for a specific topic (Aveyard 2014). The primary role of ...

This is done by: looking at gaps in the research, limitations placed upon the researchers, finding new relationships among the data and discusses areas where further research could be conducted.

For marketers, research is a foundation for sound decision making. Data that's gathered from research can provide direction for new product development, AI, big data and marketing strategies. Good ...