| Abstract: | The results reported in this article are based on a mail survey of 219 firms in India. The major purpose of the study is to examine the marketing research experiences of Indian business firms and their perceptions about conducting formal marketing research. Results indicate that 45 percent of Indian firms have had some experience with formal marketing research and have positive perceptions concerning marketing research as an important decision making tool. Size and type of firm were found to influence whether formal marketing research is conducted. Research methodologies used in India are presented along with problems encountered by these practitioners. |
