ABSTRACT
Marketing research plays a critical role in the creation of both an organization’s strategic marketing plan and its overall strategic mission. This book is meant to be a user-friendly overview of the entire marketing research process. It covers quantitative, qualitative, and social media methods of conducting consumer research. These research tools can be used to uncover consumer preferences, experiences, and lifestyles. This information is needed when an organization is deciding what consumer segment to target and what product to introduce. It is also useful when deciding on the correct distribution, pricing, and promotion of a product. The critical issue of determining the right research question is covered, and the book also offers guidance on how to find the right research participants. The reader will find step-by-step instructions on how to use the research tools of surveys, focus groups, interviews, observation, and projective techniques. The book will then explain how to analyse the resulting data so that the organization will have strategic recommendations that can be implemented.
