The activity known as encompasses all the tools, techniques, and resources that are needed to collect, interpret, and communicate critical information relevant to planning, implementation, and control of all marketing activities within the Firm.

Marketing research

Explanation:

Marketing research -

It refers to the method of collecting and interpreting all the information and sources in order to establish any business , is referred to as marketing research .

The research work require a lot of relevant information about the goods , planning and implementing the plans in a correct manner ,

The feedback of the consumers are required in order to improve the business according to the likes and dislikes of the consumers .

Hence , from the given information of the question ,

The correct term is marketing research .

answer; experimentation;