ABSTRACT
Knowledge of the trends in the marketplace, consumer perspectives, and competition are essential to increase the odds of success with marketing programs, developmental endeavors, and customer solicitation and retention. There are a plethora of data and information resources and services to utilize in marketing research and analysis today. This text provides a guide both to qualitative and quantitative research methodologies as well as to identifying key sources for information acquisition. It focuses on how to apply research and analysis with sample outlines for various types of research commonly utilized in the business world today. Specific industry-related techniques, such as site selection studies, project feasibility studies, and the application of marketing analysis to the strategic planning process, are discussed in depth.
