Marketing research is being used on an ever-increasing scale and is tending to employ methods that are increasingly varied and sophisticated. They seldom know the range of marketing research methods are how one goes about dealing with a particular marketing problems. Research of this type provides information about the marketing environment and helps diagnose a problem. For example, The findings of problem solving research are used in making decisions which will solve specific marketing problems. Market research techniques resemble those used in political polling and social science research. Meta-analysis (also called the Schmidt-Hunter technique) refers to a statistical method of combining data from multiple studies or from several types of studies. Conceptualization means the process of converting vague mental images into definable concepts. The purpose of this book is to provide a basic reference sources of modern marketing research methods and applications for the use of marketing research.
