Market research can be defined as a set of activities and approaches aimed at gathering information about companies as well as current and potential customers and their needs, possibilities, and expectations. Many of the research methods and tools central to educational research such as surveys, attitude assessment, interviews, and focus groups are also central to market research, and market research is used to investigate aspects of educational institutions and products. After further breaking down the definition of market and market research, this entry investigates various types of markets, stages of market research, and the two main sources used in market research. Additionally, the entry explores the quality/quantity dichotomy, perspectives on the place, time, and online/off-line aspects of market research, as well as discipline-oriented approaches and ...
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