chapter  16
24 Pages

Using research in marketing decision making

This chapter consists of a set of guides for research users. The purpose of these guides is to introduce the new research user to some of the common marketing problems to which research is applied, and in each case to suggest a data requirement and data sources. To use the guide, read down the following list and if one of the problems shown is close to your needs then look up the data requirement suggested. If this also meets your needs, then the problem could be tackled using the research approaches suggested under ‘data sources’. Each data source mentioned is referenced back to its description elsewhere in the book. Some specific terms and techniques used in this section are explained in notes which follow the guides at the end of the chapter.