‘Marketing research’ has often been called ‘market research’, and there has been much confusion about what these terms actually mean. Indeed, some writers have been so worried about the terminology that they have called their books ‘research for marketing decisions’ to overcome the problems. The term marketing research, of which market research is but one element, encompasses the full range of research and evaluation activities undertaken by marketing professionals to guide them in decision making, and it is marketing research that I address in this book | ESSENTIALS OF MARKETING RESEARCH FOURTH EDITION TONY PROCTOR FT Prentice Hall FINANCIAL TIMES Essentials of Marketing Research PEARSON Education We work with leading authors to develop the strongest educational materials in business finance and marketing bringing cutting-edge thinking and best learning practice to a global market. Under a range of well-known imprints including Financial Times Prentice Hall we craft high quality print and electronic publications which help readers to understand and apply their content whether studying or at work. To find out more about the complete range of our publishing please visit us on the World Wide Web at .
