Scope of marketing research: Which activity does marketing research not normally perform, considering that ongoing monitoring is handled by a broader marketing information system (MIS)?

Introduction / Context:
Marketing research typically involves project-based studies—surveys, experiments, focus groups, or analyses conducted to answer specific questions. By contrast, a marketing information system (MIS) continuously collects, processes, and disseminates information. The question asks which listed activity marketing research does not normally perform on an ongoing basis.

Given Data / Assumptions:

• Marketing research is episodic and question-driven.
• Marketing MIS provides routine, continuous tracking (e.g., dashboards, sales funnels, competitive monitoring).
• Marketing research can inform various aspects of marketing operations and current conditions when commissioned.

Concept / Approach:
While marketing research can gather environmental information, relate to product/price/promotion/place, and describe current situations, it does so in discrete studies. The role of providing a continuous stream of information is characteristic of a marketing MIS rather than a research project. Therefore, the activity that marketing research does not normally perform is “provide a continuous source of information.”

Step-by-Step Solution:

Verification / Alternative check:
Marketing texts separate “research” (studies) from “information systems” (ongoing data pipelines and reporting), supporting this distinction.

Why Other Options Are Wrong:

• Gathering environmental information: common in research briefs.
• Relating to marketing operations: research supports product, pricing, promotion, placement decisions.
• Describing current situations: status assessments are a frequent deliverable.

Common Pitfalls:
Assuming research teams run the continuous MIS; in practice, operations or analytics functions maintain ongoing pipelines.

Final Answer:
provide a continuous source of information