Conducting useful market research

Conducting useful market research


Market research is a key element within the total field of marketing information. It links the consumer, customer and public to the marketer through inform ation which is used to:

  • identify and define marketing opportunities and problems
  • generate, refine and evaluate marketing actions
  • improve understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective

This module covers:

  • The role of market research
  • Starting with objectives, hypotheses and scope
  • Types and sources of information/ data to be gathered
  • Collecting information/ data
  • Segmentation and recruting respondents
  • Checking quality of information collected, processing and analysing it
  • Research reports