Introduction to Marketing Research; Marketing Research Function; Analysis of Marketing Research; Processes in Marketing Research; Techniques of Marketing Research; Analysing Marketing Opportunities; Marketing Information and Research Function; Role and Development of Marketing Research; Marketing and Operational Research; Industrial Marketing Research; MIS and Marketing Research; Effective Use of Marketing Research; Customer Orientation; Research for Export Marketing Decisions; Research for Distribution and Promotion Decisions; Nature and Scope of Marketing Management; Continuous Marketing Research; Creativity in Marketing; Failure of Marketing Research; Marketing Decisions; Marketing Research for Services etc. are the major themes, discussed in this work. This Encyclopaedia of Marketing Research Comprising of three volumes will be of great help to managerial practitioners at any Organisational level who are responsible for a function, department, or set of responsibilities. Special emphasis was placed on people, time, space, budgets and resources to give the encyclopaedia extra utility for middle and lower management. Students, Professors, executives will gain an invaluable. overview of the entire gamut of marketing research.