To develop effective business plan and marketing strategy it is crucial to obtain valid and
reliable information on market, products, services, customers and stakeholders. Marketing
research is the logical, objective and systematic method of obtaining the needed information.
The basic marketing research training for Jordan’s not-for-profit associations was aimed at
providing hands-on training on the fundamentals of designing and conducting marketing
research. Training was conducted in the hope that it will help those associations develop the
in-house skills required for conducting their own marketing research in the future.