Introduction to Marketing
Learning OutcomesAfter reading this chapter, you will be able to:
• Understand what marketing research is. • Appreciate the role marketing research plays in the marketing process. • Know the major players in the market research industry in the UK. • Choose who should conduct the marketing research. • Understand and recognize the importance of ethics and the code of
conduct for undertaking marketing research.
This chapter begins with a definition of what marketing research is and then looks at the three research designs commonly used in the marketing research process. A brief description of the marketing research industry follows, giving the top marketing research agencies in the UK and the percentage turnover by the market research method. It then discusses who should do the marketing research and the importance of the code of conduct as recommended by the Market Research Society.
The primary purpose of marketing research is to gather information which will allow your company or organization to make better, more informed decisions. Marketing research is closely linked to the marketing concept as it implies a customer focus, that the customer is central to the activities of the company, and the opinions of the customer are a highly valued and useful aid in decision making.