Some merits of marketing research are:
Marketing research provides businesses with detailed insights from surveys, customer feedback, and observational studies about how buyers perceive products, prices, and promotional messages in the market. By examining these insights, companies identify demand patterns, competitor positioning, and emerging trends across different market segments. These insights guide managers in adjusting product features, pricing strategies, and promotional campaigns so their decisions align more closely with actual market conditions.
Also check out advantages and disadvantages of marketing research to learn more about the given topic.