This chapter discusses marketing research methods to support development of marketing strategies. The scope of marketing research, process of conducting marketing research, methodologies and research models, diverse research areas, and technology and market drivers for exploring future research have been addressed in this chapter. The principal objective of the chapter is to impart knowledge on skills on marketing research for managers to use it as a tool to support development of marketing strategies. This chapter also discusses the concepts of data protection, data management, and ethical issues related to consumer data. The qualitative market research roadmap, its scope, approach, and methodology have been discussed in the details in this chapter. The Shakti experiment carried out by the Hindustan Lever Limited as an example of participatory rural appraisal for community marketing has been discussed as the case study in this chapter.