Theories and Techniques of Research in Marketing

Essentially, marketing research is based on analyzing data from individual consumers, retailers, manufactures, or other appropriate of these cases, interviews, or observations is expected to reflect some characteristic of the entire group. If these subgroups or samples do, in fact, reflect some characteristic of the entire group, marketing research is [possible; if they do not, all other marketing research techniques become meaningless and marketing research becomes impossible. In an important way, the growth of the sampling concept reflects the significance of the growth of marketing. It is interesting to look briefly at the changes in sampling concepts as a way of appraising the maturity of marketing research.