Advertisement

Introduction

  • Chris West
Chapter
Part of the Macmillan Business Masters book series

Abstract

Market research is a term which can mean different things to different people. To most professional market researchers it means the use of a defined set of qualitative or quantitative research techniques to obtain data which describes and analyses markets or potential markets. To the layman it means ‘surveys’. A word association test carried out on ‘market research’ will invariably produce responses such as ‘clipboard’, ‘interviewer’ or ‘statistics’ — classic ingredients of a sample survey. Another common response is ‘waste of time’, meaning ‘a waste of my time on the street, in the home or at an airport when I am asked to provide information’. The relationship between research and surveys is a strong one but to the businessperson, market research encompasses any activity which provides him with the market information he or she needs. There is therefore a narrow definition, which covers quantitative and qualitative surveys, and a broad definition, which extends to all formal and informal methods of acquiring information.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Notes

  1. 2.
    Graham Hooley and Chris West, ‘The Untapped Markets for Marketing Research’, Journal of the Market Research Society (1984), pp. 335–52.Google Scholar

Copyright information

© Chris West 1999

Authors and Affiliations

  • Chris West

There are no affiliations available

Personalised recommendations