Marketing research

Abstract This chapter examines marketing research, one of the most engaging parts of marketing, as it is the opportunity for organizations to evaluate marketing performance, uncover customer behaviours, and explore their preferences. Marketing research covers a range of activities which may be positioned as either problem-identification research or problem-solving research. Sources of data and information for marketing research include secondary or desk research; primary or field data; quantitative data; and qualitative data. Meanwhile, marketing research methods are reviewed including surveys and questionnaires; focus groups and interviews; experiments and observations; and neuromarketing. The chapter then considers how sampling is widely used in primary research. It also looks at customer insights and big data.