This manual, which is intended for vocational education and training (VET) providers, does the following: explains fundamental market research concepts; highlights situations where market research can help VET providers with their planning and policy development; and illustrates the uses of market research in VET institutions. The following topics are discussed: purposes of market research; situations where market research is useful (defining problems, determining information requirements, and deciding between in-house and commissioned market research); market research briefs (format and content); data for market research (existing data, new data, and sampling); sources of existing data (internal sources, external sources, and 14 public agencies providing statistical data about VET in Australia); collection of qualitative data (situations where qualitative data are useful, methods, and collector skills for qualitative research); collection of quantitative data (survey methods, questionnaire design, and questionnaire samples); and management of the research process (field work, data processing, data analysis, and report writing). Concluding the manual are five case studies focusing on conducting research to determine the following: best way(s) to use promotions budgets; reasons for declining enrollments; feasibility of raising fees for short courses; student satisfaction with courses or programs; and an institution's image in the community. The book contains 13 references. (MN)