Marketing Research for Managers, 3rd Edition

2	Getting started

2.1	Introduction
2.2	What does the organization need research for?
2.3	What types of research data are there?
2.4	How can the organization obtain the research it needs?
2.5	Summary

2.1 Introduction

All kinds of organizations use, and need to use, marketing research techniques. The traditional and still the biggest users are the large, fast-moving consumer goods companies. Increasingly, marketing research is being applied by smaller organizations, by manufacturers of consumer-durable products and by suppliers of services. In recent years it has been applied by non-profit-making organizations such as charities, churches, official bodies and government departments at both local and national levels. Despite ...