Chapter 1
Marketing Research: An Introduction
Learning Objectives
Upon completion of this chapter, you will be able to:
- Understand the difference between basic and applied research
- Define marketing research
- Understand the roadmap to learn marketing research methods
- Learn how marketing research methods can be used as a decision making tool by the managers
- Understand the marketing research process
- Get a preliminary idea about the use of software for data preparation and data analysis
Research In Action: Air India Ltd
Civil aviation is a key contributor to the growth and development of Indian economy and contributes to the sustainable development of trade, commerce, and tourism in the country. This sector provides three categories of ...
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