Marketing research is an important element of the marketing process. Typical models of research explain research as an objective process. However, like any other process, marketing research has human elements. Hence, there are subjective elements that are inherent to the research process. We employ the sense making approach to delineate these subjective processes. Sense-making perspective as applied to the marketing research process is discussed.
Key Words: Marketing research, sense-making
Marketing Research is an important element of the marketing process. Conventional marketing research models have not paid adequate attention to the …