Why do businesses use market research and segmentation and what does that mean? What are the benefits they bring to your business success and what are the difficulties involved in implementing these strategies? This informative program provides clear explanations of marketing research and segmentation, quantitative and qualitative research, and highlights the importance of sampling techniques and effective questionnaire design. Viewers will also get an insight into how demographic, geographic, and psychographic approaches to segmenting the market can affect a marketing campaigns success, as well as niche marketing for a target customer.

Originally released by Video Education Australasia, 2009. Streaming video file encoded with permission for digital streaming by Infobase on January 19, 2017.

Marketing, Research and Segmentation: Introduction(0:35) -- Market Research (5:33) -- Field Research (2:17) -- Desk Research (3:57) -- Market Segmentation (3:01) -- Alternative Methods of Segmentation (2:47) -- Credits: Marketing, Research and Segmentation (1:16).