Marketing Research for Managers, 3rd Edition

5	‘Made-to-measure’ research

5.1	Introduction
5.2	Buying a ‘made-to-measure’ research survey is just like buying a ‘made-to-measure’ suit
5.3	The ‘made-to-measure’ research process
5.4	Stage 1: Defining the research required
5.5	Summary

5.1 Introduction

Chapters 3 and 4 were concerned with the use of data from within the organization, or data and specific services already available ‘off-the-peg’ from outside bodies. Inevitably, there are many situations for which existing information is too specific, too general, out of date, unavailable, or in some other way inappropriate for providing a solution to a specific problem with which a manager is faced. This is when it is necessary to consider generating original first-hand ...