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In addition to providing an overview of the goals, scope, and significance of marketing research in decision-making, the book also covers the fundamentals of marketing research, research design, data collection, analysis, and reporting, as well as the procedures involved in carrying out marketing research. Details on quantitative research methods and quantitative approaches utilised in marketing research are provided along with this. Focus groups, interviews, and case studies are examples of qualitative research methods that are used to examine consumer attitudes and behaviour. A mix of quantitative and qualitative approaches is also discussed in order to have a deeper understanding of customer preferences and motives. It includes an overview of data gathering methods, survey design, sample procedures, survey research, and data collection methodologies. Ethnographic research, government databases, industry publications, syndicated research reports, observational research, mystery shopping to examine consumer behaviour in real-world environments, eye tracking, and observational research are some examples of secondary data sources that can be accessed and analysed. Uses for marketing research include consumer behaviour research, market segmentation—which divides markets according to behavioural, psychographic, and demographic traits—brand and advertising research, brand awareness, brand perception, and advertising campaigns, along with market segmentation, efficiency, creation of new products, testing of concepts while developing products, Examining strategies for market validation and product testing; retail research; examining consumer behaviour to improve the retail customer experience; digital marketing research; utilising web analytics to gauge the success of online marketing; social media monitoring; and search engine optimisation (SEO). An overview of the laws and regulations governing marketing research, as well as future trends and innovations, are covered in Exploring Technologies, Global Marketing Research, Ethical and Legal Considerations, Research Ethics, Regulatory Compliance, Big Data and Predictive Analytics, Machine Learning, and Artificial Intelligence (AI) in Marketing Research for Predictive Modelling and Forecasting. There have been presentations on subjects such application discovery, etc.For marketers, researchers, educators, and students looking for in-depth information on the theory, practices, and applications of marketing research, the "Encyclopaedia of Marketing Research" will be a valuable resource. It will cover a wide range of subjects, from conventional research techniques to new trends and technological advancements influencing the direction of marketing research.