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The effective marketing which is the outcome of objective research is based on the market data. Since markets are dynamic,
timely collection of data is of great importance. Various organizations may utilize the data gathered through marketing research which will per se reduce the uncertainty or risks pertinnet to the managerial decision - making process. There are
five identifiable stages in marketing research as follows:
1- preliminary survey 2- proposed project
3- collection of data 4- analysis and evaluation of data
5- preparation and presentation of the final report.
Professional objectivism is a must in all these stages. In marketing research two types of data are used: primary and secondary. The sources of secondary data should be recognized and utilized prior to conducting a costly fieldwork research (collection of primary
data). Industrial and commercial classifications shall contribute to the analyzing of the market behavior. The research techniques
will comprise findings and investigations by individuals, making telephone contacts, group and panel discussions. A research project which has been elaborately integrated is crucially
important.