文档介绍：【行业精品资料】
Exploring Marketing Research
Chapter 1:
The Nature of
Marketing Research
Marketing research is one of the principal tools for answering questions because it:
Links the consumer, customer, and public to the market through information used to identify and define marketing
Generates, refines, and evaluates marketing actions
Monitors marketing performance
Underlines the understanding of marketing as a process
The Nature of Marketing Research
The systematic and objective process of generating information for aid in making marketing decisions
Marketing Research Defined
This process includes:
specifying what information is required;
designing the method for collecting information;
managing and implementing the collection of data;
analyzing the results; and
communicating the findings and their implications.
The Marketing Research Process