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Marketing research process
Lecture Basic Marketing: A global managerial approach - Chapter 4: Using marketing information to make better decisionsIn this chapter you will learn: Know about marketing information systems, understand the scientific approach to marketing research, know how to define and solve marketing problems, know about getting secondary and primary data, understand the role of observing, questioning and using experimental methods in marketing research, understand the important new terms (shown in the margins).
Lecture Marketing research - Chapter 2:After completing this unit, you should be able to: To understand the problem definition process; to learn the steps involved in the marketing research process; to understand the components of the research request; to learn the advantages and disadvantages of survey, observation, and experimental research techniques; to become familiar with how the research process is initiated.
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