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Contemporary Marketing Strategy pp 245–272Cite as

Palgrave Macmillan

Marketing Research

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Abstract

This chapter raises several applied perspectives on marketing research methods that need to be used in marketing research to support development of competitive 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.

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Author information

Authors and Affiliations

  1. EGADE Business School, Tecnologico de Monterrey, Santa Fe, Mexico City, Mexico

    Rajagopal

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  1. Rajagopal
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Correspondence to Rajagopal .

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Rajagopal (2019). Marketing Research. In: Contemporary Marketing Strategy. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-11911-9_9

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