Page 153 - E1 Integrated Workbook STUDENT 2018
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The market planning process and the marketing mix
Market research
Market research is the way in which organisations find out what
their customers and potential customers need, want and care about.
Data gathering
techniques
Primary research Secondary research
Data that is already available.
Collected for the specific
purpose of the research in For example, market research
question. For example, focus agency data, Companies'
Annual Reports and Accounts,
groups, observation, interviews,
experimentation. trade and technical journals.
Illustrations and further practice
Now try TYU 2 from Chapter 11.
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