Abstract:

This booklet is intended to give a brief outline of what market research is all about and what its principal methods and techniques are. It has been prepared by ESOMAR mainly to help potential users who would like to know more about this specialized and fascinating branch of marketing. Itis therefore likely to be of particular interest to those working in the fields of local government, small and medium-sized manufacturing companies, and service organisations ranging from the financial sector to the health sector, who are new to this subject and wish to be initiated. It is also invaluable to other non-specialists such as Marketing Managers, Sales Managers and Accountants, as well as to businessmen in the developing countries, and to students of business and marketing.