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9. Marketing Research

  • 2019
  • OriginalPaper
  • Chapter
Published in:
Author
Rajagopal
Published in
Contemporary Marketing Strategy
Publisher
Springer International Publishing

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Abstract

This chapter raises several applied perspectives on marketing research methods that need to be used in marketing research to support development of competitive strategies. The scope of marketing research, process of conducting marketing research, methodologies and research models, diverse research areas, and technology and market drivers for exploring future research have been addressed in this chapter. The principal objective of the chapter is to impart knowledge on skills on marketing research for managers to use it as a tool to support development of marketing strategies.

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previous chapter Distribution and Promotion Strategy
Title
Marketing Research
Author
Rajagopal
Copyright Year
2019
Publisher
Springer International Publishing
Book
Contemporary Marketing Strategy

Print ISBN: 978-3-030-11910-2

Electronic ISBN: 978-3-030-11911-9

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-030-11911-9_9
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