Marketing research helps you understand your competitive position, spot opportunities, lessen risks and take better decisions. It is more than just market research, which is concerned only with examining aspects of a given market, such as its size, location or growth potential. Marketing research can give you indications, but it cannot give you answers. What it can do is allow you to make marketing decisions based on the best, most up-to-date information available. This briefing covers:
- Using different research methods.
- Sources of information.
- In-house and commissioned research.
- Budgeting for marketing research.
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