Market research is a key element within the total fi ld of marketing information. It links the consumer, customer and public to the marketer through information which is used to:
- identify and define marketing opportunities and
problems
- generate, refine
and evaluate marketing
actions
- improve understanding of marketing as a process
and of the ways
in which specific marketing activities can
be made more
effective
This module covers:
- The
role of market research
- Starting
with objectives, hypotheses and scope
- Types and sources of information/ data to be gathered
- Collecting information/ data
- Segmentation and recruiting respondents
- Checking quality of information collected, processing and analysing it
- Research reports