In this paper, a theoretical retrospective analysis on the role and importance of marketing research in companies that claim to be competitive has been carried out. In this context, we must point out that strategic marketing operates as an indispensable lever that must be applied by companies wishing to be competitive and able to face competition. Thus, the promotion of marketing research becomes a necessity for businesses and must be applied in the context of changing market conditions in order to increase the adapting efficiency of businesses in an unstable environment. The research methodology was focused on the use of the following methods: induction, deduction, abduction, analysis, synthesis. Finally, we can point out that Moldovan companies rarely carry out marketing research considering it as a waste of financial resources.