In which direction do you want to go

A title like Marketing Research for Managers implies the first step in the development of your knowledge and expertise in this area. There are two directions in which that development may go. Either you may concentrate on developing your use of marketing research techniques for decision making in whatever area you may operate managerially (i.e. develop as a research user), or you may wish to concentrate on marketing research and become a specialist in that area of management (i.e. develop as a research practitioner). The implications of both possibilities are shown in Figure 17.1 and discussed in the following sections.

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Figure 17.1: Where do you go from here?

Team LiB

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