A systematic, objective process of getting information about potential customers to guide marketing decisions is referred to as

Marketing research

Explanation:

Marketing research is the process of obtaining well researched information about a target market and its potential customers. It is an important marketing strategy in that it helps an organization find a new target market and also provide an avenue for potential consumers to provide their opinion and feedback about their interest in the firm's products.

Example of marketing research includes phone survey, online interviews, focus groups, survey etc.