Which of the following best describes marketing research?

The best description of marketing research is a process of investigating market characteristics. Marketing research involves systematically gathering, recording, and analyzing data about various aspects of a market, including consumer preferences, market trends, competitive analysis, and overall market conditions. This process helps businesses understand their target audience, identify opportunities and threats, and make informed decisions based on factual data.

While other options touch on important aspects of marketing and business operations, they don't fully encapsulate the primary focus and purpose of marketing research. For instance, establishing partnerships with stakeholders is more about relationship management than the gathering of data. Advertising promotional materials is related to the execution of marketing strategies rather than the foundational research needed to inform those strategies. Enhancing product development can be a result of insights gained from marketing research, but it does not represent the research process itself. Therefore, option C accurately captures the essence of what marketing research entails and its critical role in guiding marketing strategies.