Marketing Research

Preface

Every market researcher or business analyst needs to be aware of marketing research ­methods. Market researchers will find it difficult to conduct an in-depth analysis in their areas of specialization without a sound knowledge of the scientific process of conducting research. Researchers may consult many books and articles but their knowledge may remain inadequate if they lack the patience to devote the time required to understand research techniques prevailing in the contemporary marketing world. They must remember that little knowledge is dangerous and devote time and energy to understand the essence of research before executing any type of marketing research. This book provides readers with an opportunity to understand the crux of ...