Theory and Practice of Marketing Research

Marketing research provides information which franchisors can use to properly determine the profile for both the successful franchisee and the target customer. When both the franchisee and customer profiles have been developed, the franchisor will be better able to select franchisees who can manage the franchising outlet and serve the customer. Marketing research becomes one tool to reducing unnecessary conflict within franchise channels. The goal of marketing research is to provide the facts and direction that managers need to make their more important marketing decisions. To maximize the benefit of marketing research, those who use it need to understand the research process and its limitations. It is hoped that this highly readable work will be an essential reading for students, teachers and researchers in marketing research and related fields.