Social Research Glossary A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Home
Citation reference: Harvey, L., 2012-24, Social Research Glossary, Quality Research International, http://www.qualityresearchinternational.com/socialresearch/
This is a dynamic glossary and the author would welcome any e-mail suggestions for additions or amendments.
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Market research
Market research is the broad name given to research whose purpose is to aid management in decision making about the appropriate marketing strategy.
Market research, like any other empirical research, involves deciding on the aim of the research, devising a research strategy, collecting data, and producing a report.
Proponents and practitioners of market research often couch the above inways that make it seem that market research is a unique process. This is misleading. The main difference between market research and other forms of social and sociological research are that it is theoretically more limited. Market research tends to have limited spheres of enquiry and a limited range of pragmatic objectives. It tends to adopt the methods of social research without the accompanying problems of resolution.
Market research does not tend to engage theoretical concerns as does sociological research. Market research tends to positivism and quantitative research methods, although some movement to concerns with language has occurred in the late 1980s.
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