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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
5- preparation and presentation of the final report. Professional objctivity is a must in all these stages. In marketing
research two types of data are used: primary and secondary. The sources of secondaty 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.