TABLE OF CONTENTS The American Marketing Association (AMA, 1961, p. 1) defines marketing research as: the systematic gathering, recording and analysing of data relating to the marketing of goods and services . Kotler (1994, p. 257) defined it as: systematic problem analysis, model building and fact finding for the purpose of improved decision-making and control in the marketing of goods and services . Doyle (1994, pp. 39, 124) stated that marketing management consists of five tasks, one of which is marketing research and explains: Management has to collect information on the current and potential needs of customers in the markets chosen, how they buy and what competitors are offering .
Research attempts to find reliable and unbiased answers to questions. Marketing research provides information in a systematic way about the markets for goods and services and probes people's ideas and intentions on many issues. As explained in Chapter 2, in a complex consumer society, there is little direct contact between producers and consumers. Marketing research can, by the collection, analysis and interpretation of facts, find out what it is that people want and ascertain why they want it. The application of techniques and methodology of marketing research are as applicable in the not-for-profit sector as in profit-making organisations.
Effective marketing decisions are as good as the information on which they are based. Decision-making underlies the management process at every level and the terms managing and decision-making are synonymous. Marketing management is the process of making decisions in relation to marketing...
