Marketing Research for Managers, 3rd Edition

1	Introducing marketing research

1.1	Introduction
1.2	Who needs marketing research?
1.3	Who should read this book?
1.4	What does the book cover?
1.5	Using this book

1.1 Introduction

Politicians look anxiously at the results of political polls, as they indicate the standing of the party in the country and the standing of its leader. They show what issues are most significant to the electorate and which seats are most likely to be marginal at the next election. Focus group politics has reached such an extent that politicians react to the results of polls by putting extra effort into areas of the country that are marginal, i.e. where additional effort to market the attractions of the ...