CHAPTER ONE

1.0INTRODUCTION

Marketing research involves conducting report to support marketing activities and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of firm marketing environment and attain information from supplier. Marketing researchers uses statistical method such as qualitative research, quantitative research, hypothesis test chi- squared test, linear regression, correlation, frequency distribution etc to interpreter their findings and convert data into information.

The marketing research process spans a number of stages including the definition of problem development of research plan, collection and interpretation of data and disseminating information formally in the form of a report. The task of marketing research is to provide management with relevant, accurate, reliable, valid and current information.

1. 1. This material content is developed to serve as a GUIDE for students to conduct academic research work
2. 2. As a source for additional understanding of the subject.
3. 3. As a source for ideas for your own research work (if properly referenced).
4. 4. For PROPER paraphrasing (see your university definition of plagiarism and acceptable paraphrase)
5. 5. Direct citing (if referenced properly)
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