Marketing is concerned with meeting customer needs and responding to a variety of circumstances in every aspect of the environment that is the stage for its operations. Some things about all this are known clearly. Others are less obvious and there is indeed a danger of making assumptions about them without establishing the facts. This chapter examines how sound information can provide a firm basis for marketing activity, and how the various techniques of market research can provide an objective method of obtaining the pertinent information needed to operate without undue risk.

Inspec keywords: customer satisfaction; market research; information management

Other keywords: customer needs; market research; information management; marketing activity

Subjects: Marketing and sales