Essentials of Marketing Research: Part I, by Paurav Shukla


Marketing research is a critical part of marketing decision making; it helps in improving management decision making by providing relevant, accurate, and timely information. Every decision poses unique needs for information, and relevant strategies can be developed based on the information gathered through marketing research in action. Too often, marketing research is considered narrowly as the gathering and analyzing of data for someone else to use. However, firms can actually achieve and sustain a competitive advantage through the creative use of market information generated by marketing research. Hence, marketing research is defined as information input to decisions, not simply the evaluation of decisions that have been made. Market research alone, however, does not guarantee success; the intelligent use of market research is the key to business achievement. A competitive edge is more the result of how information is used than of who does or does not have the information. This free book covers the relevant marketing research issues in a simple and palatable form for the readers to make them engaged in the process of research. I hope you will enjoy reading this book.