MULTI-DIMENSIONAL RESEARCH--INTEGRATING RESEARCH TECHNIQUES.

The article focuses on marketing research techniques. The application of a systematic approach of research methodology can assist in obtaining reliable data used in the decision-making process. Better decisions can be made with the availability of better, more reliable data. The article stresses the importance of a research strategy that utilizes suitable methods, research instruments, and types of data. A multi-dimensional approach to research activities, using several methods of investigation, ensures a sound research strategy that will result in useful and reliable data.