 Marketing ResearchRajagopal ()
Chapter Chapter 9 in Contemporary Marketing Strategy, 2025, pp 393-432 from Springer Abstract: Abstract This chapter discusses marketing research methods to support development of marketing strategies. The scope of marketing research, process of conducting marketing research, methodologies and research models, diverse research areas, and technology and market drivers for exploring future research have been addressed in this chapter. The principal objective of the chapter is to impart knowledge on skills on marketing research for managers to use it as a tool to support development of marketing strategies. This chapter also discusses the concepts of data protection, data management, and ethical issues related to consumer data. The qualitative market research roadmap, its scope, approach, and methodology have been discussed in the details in this chapter. The Shakti experiment carried out by the Hindustan Lever Limited as an example of participatory rural appraisal for community marketing has been discussed as the case study in this chapter. Keywords: Marketing research; Scope; Process; Qualitative research; Organizational research; Research design models; Diverse areas of marketing research; Market drivers; Technology (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-95921-9_9 Ordering information: This item can be ordered from DOI: 10.1007/978-3-031-95921-9_9 Access Statistics for this chapter More chapters in Springer Books from Springer |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.