A specific peculiarity of supermarkets' activity is the task of simultaneous satisfaction of customers' needs both in the market of commercial real estate rental and in the retail market.
Realization of this task is possible only with precise, authentic, and timely marketing information necessary for making effective managerial decisions. This information could be obtained as a result of a complex of marketing research.
The complex of marketing research is a totality of marketing studies that provide the analytical result necessary for making the managerial decisions; this result cannot be obtained in the course of analysis of the data of a separate study.
The used methods of collection of the initial information and means of its analysis should be adapted to the specifics of supermarkets' activity.