ABSTRACT
This chapter explains how to perform market research and describes the role of marketing manager and brand manager. The responsibility of the marketing manager is: to identify the products for research, to set a timeframe, to determine how the findings will be applied, and to provide resources to conduct research. The responsibility of the brand manager is to identify the sources for research, to collect data, and to validate data. The chapter presents 9 steps for performing market research. They are to formulate the research problem, method of enquiry, research method, research design, selection of data collection techniques, sample design, data collection, analysis and evaluation, and research report.
