ABSTRACT
This chapter discusses the purpose of marketing research and describes consumer insights and purchasing patterns. It explains the differences between primary and secondary research, and the interpretations of both quantitative and qualitative research findings. However, what is most important is how to use the different research methods to gather information and complete an analysis for Integrated Marketing Communication (IMC) planning and program development, especially creative concepts and media selection. The chapter examines the three primary categories of marketing research: industry, product, and consumer. Each category provides with valuable information to make effective management decisions, especially for IMC. The information and data from marketing research is described as either quantitative or qualitative. This applies to all three of the categories of marketing research—consumer, product, and market research. Another important aspect of marketing research is the distinction between primary and secondary research.
