This book on Marketing Research is the culmination of research on marketing and practical exposure that the author has had over the past three decades.  Marketing remains a very interesting area of study, mainly for the new ideas and strategies.  From the age-old practice of going by ‘gut feeling’, modern marketing wizards have gone into a very scientific method of analyzing the markets and interpreting the results of research.  However, the outcome of marketing research only served the purpose of understanding the past.

With ever-changing consumer’s attitude, preferences and the complexities of decision-making, marketing throws open a number of challenges to the modern manufacturing community.  This becomes almost an insurmountable task for those marketing services.  In this context, every organization has to closely monitor the consumers so as to remain in the market.  Added to this, is the liberalization and globalization of the economy.  When multinational players enter the domestic market, they carry with them their wisdom and maturity which pose a major threat to the existence of the domestic manufacturing sector.  While it is true that the approach and policies of the multinational corporation are not relevant to organizations in India, the domestic manufacturing sector cannot afford to remain oblivious to the new market challenges.  A method of managing the challenges is to sharpen the ability to apply the techniques of marketing research and make the decisions based on the findings of research.  This calls for an orderly approach to Marketing research.  In this context, this book provides the elementary inputs on Marketing research.  By studying the basics of Marketing research, one would be able to develop a right perception and adopt a right approach to understand marketing opportunities.