TABLE OF CONTENTS This book introduces marketing research:
| Chapter | |
| What marketing research is | 1 |
| Why an organization needs it | 2 |
| What research can be carried out within an organization | 3 |
| What research data is already available | 4 |
| How research surveys are carried out | 5 10 |
| How research services are bought | 11 |
| How research is used | 12 16 |
Where you go from here depends on your answers to the questions below.
You may be a manager in some specialist area of marketing, or a manager in some other functional area working for a consumer organization, a service organization, an industrial organization, or local or central government. Your motivation for buying Marketing Research for Managers is your desire to use marketing research techniques appropriately and intelligently in improving your decision making.
A second possibility is that you are a junior manager or an aspiring junior manager, perhaps a management trainee. You have been assigned some responsibility in the research area in your organization and feel that you would like to do some marketing research yourself on behalf of your organization.
A third possibility is that you are pursuing studies in the business area and wish to know more about marketing research, either because of its value as a managerial tool, or because you wish to pass the marketing research component of your examination system.
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