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Learning Objectives
1. Recognize marketing research and its importance to marketing management.
2. Distinguish different types of marketing research.
3. Understand the process of marketing research.
4. Describe marketing research methods.
5. Identify ethical and international issues in marketing research.
Contents
2.1 The Role of Marketing Research
2.2 Types of Marketing Research
2.3 Process of Marketing Research
2.4 Other Issues in Marketing Research
Information is a critical ingredient in formulating and implementing a successful marketing strategy. What kinds of people buy our products? What do they value? Where do they buy? How do they buy? Answering these questions is the key to informing marketing decision-making. In the global marketing environment, these questions should be answered on a global scale. Effective information can provide references for marketing managers. Marketing research is the approach to supplying information systematically to managers, and enabling marketers to keep the marketing concept by helping them acquire information. In this chapter, we will focus on how marketers gather information needed to make marketing decisions.