The scope of marketing research

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There is no area of marketing activity to which the techniques of marketing research cannot be applied. Marketing research can provide information on the size and structure of a specific market as well as information about current trends, consumer preferences, a competitor's activities, advertising effectiveness, distribution methods and pricing research. Marketing research also plays a vital role in the development of new products and new advertising and promotion strategies. It can also monitor performance following implementation of those strategies.

The techniques used in the collection of marketing information depend largely on the nature of the research problem, but will vary from the well-known street interview carried out by the 'ladies with clipboards' to more sophisticated techniques such as projective techniques used in such areas as motivation research.

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