Marketing Research for Managers, 3rd Edition

17	Where do you go from here?

17.1	Introduction
17.2	Who are you and in which direction do you want to go?
17.3	Developing skills as a research user
17.4	Developing skills as a research practitioner
17.5	Passing examinations
17.6	Further reading

17.1 Introduction
This book introduces marketing research:
	Chapter
What marketing research is	1
Why an organization needs it	2
What research can be carried out within an organization	3
What research data is already available	4
How research surveys are carried out	5-10
How research services are bought	11
How research is used	12-16
Where you go from here depends on your answers to the questions below.

17.2 Who are you and in which direction do you ...