ABSTRACT
Marketing research1 can be defined as the process of collecting, analysing and interpreting information to help managers make better marketing decisions. This chapter will introduce a number of techniques of marketing research which can help arts organizations to gather and use information more efficiently and effectively. This will include sections on:
the benefits and scope of marketing research setting research objectives research methodologies sources of secondary data methods for collecting primary data conducting a survey
This chapter is more than just a step-by-step guide to the process of research. It encourages the consideration of both the information needs of an organization and the way in which information can be used, as well as examining the variety of techniques for gathering that information.
